HND 大综合 GU 答案

Section1Question 1:Part AGiven the competitive nature of the mobile telecommunications market analyse the likely advantages and disadvantages to Opal of establishing a partnership agreement with another company.12Advantages:Firstly, the partnership agreements can provide Opal with technology assistance. It allows Opal for the joint development of new products and the sharing of technology. Secondly, a Chinese partnership not only gives Opal access to local knowledge but also provides an air of acceptability that is important when conducting business in China. Thirdly, local firms’ well-reputation and wealth of experience will also help Opal to ensure that product development and customer service is specifically targeted at meeting the local needs and demands of the local market. Fourthly, companies in partnership can share the costs and reduce the risk.Disadvantages:As for the disadvantages, firstly, the own technology of Opal might be leaked because of the sharing of technology which may result in the loss of Opal’s competitive advantages. Secondly, in a partnership with others, the control power of Opal’s own company might be distributed because of the consideration of other partners’ benefits. Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART BIdentify and justify possible options the senior management may have which will enable Opal to maintain its current levels of success and profitability. 8Firstly, since Chinese market has enormous potential, Opal needs continue to invest in Chinese market to gain more market shares for its expansion.Secondly, Opal can sign the partnership agreements with more companies, to gain more comprehensive market information and share the technology and develop new products.Thirdly, in order to maintain the characteristics and good reputation, Opal needs to keep the strong stance in relation to the environment, use more green and environmental materials to produce ‘environmentally friendly’ products and services, and keep offering a comprehensive mobile phone recycling scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chinese telecoms market. By doing so, Opal can achieve the further expansion.Question 2PART AAssess the strengths and weaknesses of Opal as they seek to expanding in thecoming years. 12StrengthsFirstly, the further deregulation of the telecommunications markets enabled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘opening-up’ of the Chinese market is currently providing Opal with opportunities for further expansion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competing networks allowing access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stance in relation to the environment, and they were one of the first phone manufacturers in the world to offer a comprehensive mobile phone recycling scheme and offers environmentally friendly products and services.WeaknessesFirstly, the first hand-held phones were high priced because of the high research and development costs and the need for highly specialized production facilities. And this may cause the needs of a large amount of investment capital and the decrease in sales.Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resources and investment capital resources. It may not be able to meet the needs of cooperation with other companies.Thirdly, the regulatory complexities of operating within the Chinese market may hinder the development and expansion of Opal.Lastly, the regulatory complexities of operating within the Chinese market and the fierce competition may hinder the expansion of Opal and increase a certain level of risk.PART BChoose two Key values highlighted in Appendix 3 and for each, explain how it has impacted upon the company’s activities. 8Firstly, the customer deserves service excellence.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and then the growth of sales and profits can be achieved.According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Development Section and Customer Care Department. With the rapid development of technology, the ServiceDevelopment Section is tasked to enhance the customer experience of the mobile and web-based services. And the Customer Care section is tasked to ensure that customer expectations are consistently met. Both of them are aim to provide customers with excellent services.Secondly, we accept that while we are driven by technology we will always aspire to drive technology.The development of technology can provide Opal with higher tech-competitiveness, and help it to develop new products and expand to larger market. As for Opal, they continue invest in other innovative products and market research, and has been very successful in identifying market trends and then using the latest technological developments to satisfy customer needs. And, there is a Special projects section in Opal which requires significant investment and provides the leading-edge technology required for mobile and others.Section 2Question1PART AEvaluate possible sources of finance that Gold could access as it seeks to expand its business operations.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal’s capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secondly, issuing debentures are a useful way too. Debentures are loans made to companies that carry a fixed rate of interest. However, the debenture holders need to repay the principles on time and they do not participate in the running of the companylike shareholders do.Thirdly, even though both issuing shares and dividends are appropriate for Opal, there still some differences between them. The shareholders have the control right of the company, but the dividend holders do not. And, the dividends holders need to repay the principle on time, while it won’t be necessary for shareholders. Lastly, the shareholders can get benefits from the dividends while the debenture holders can get them from the interests.PART B找到一类可以同时满足Opal 公司股东和Opal 在中国市场合作伙伴用来检验企业效率的财务数据信息. 请解释这类数据是如何满足这些利益相关者要求的。

Sectio n1Questio n 1:Part AGive n the competitive n ature of the mobile telecom muni cati ons market an alyse the likely advantages and disadvantages to Opal of establishing a partnership agreeme nt with ano ther compa ny .12Adva ntages:Firstly, the part nership agreeme ntsca n provide Opal with tech no logy assista nce」t allows Opal for the joint developme nt of new products and the shari ng of tech no logy. Secon dly, a Chin ese part nership not only gives Opal access to local kno wledge but also provides an air of acceptability that is importa nt whe n con duct ing bus in ess in China. Thirdly, local firms 'ell-reputation and wealth of experience will also help Opal to en sure that product developme nt and customer service is specifically targeted at meet ing the local n eeds and dema nds of the local market. Fourthly, compa nies in part nership can share the costs and reduce the risk.Disadva ntages:As for the disadva ntages, firstly, the own tech no logy of Opal might be leaked because of the shari ng of tech no logy which may result in the loss of Opal'competitive adva ntages. Secon dly, in a part nership with others, the con trol power of Opal compa ny might be distributed because of the con siderati on of other part ners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART Bs be iIden tify and justify possible opti ons the senior man ageme nt may have which will enable Opal to maintain its current levels of success and profitability. 8Firstly, since Chin ese market has eno rmous pote ntial. Opal n eeds con ti nue to in vest in Chin ese market to gai n more market shares for its expa nsion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehe nsive market in formatio n and share the tech no logy and develop new products.Thirdly, in order to maintain the characteristics and good reputation. Opal needs to keep the strong stanee in relation to the environment, use more green and en vir onmen tal materials to produce ‘ en vir onmen 上&11卩血欣1祖蚁 and services,and keep offeri ng a comprehe nsive mobile phone recycli ng scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chin ese telecoms market. By doing so, Opal can achieve the further expa nsion.Questio n 2PART AAssess the strengths and weaknesses of Opal as they seek to expanding in thecoming years. 12Stren gthsFirstly, the further deregulati on of the telecom muni cati ons markets en abled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘openin-up' of the Chinese market is curre ntly providi ng Opal with opport un ities for further expa nsion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competi ng n etworks allowi ng access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stance in relation to the en vir onment, and they were one of the first pho ne manu facturers in the world to offer a comprehe nsive mobile phone recycli ng scheme and offers en vir onmen tally frie ndly products and services.Weak nessesFirstly, the first han d-held phones were high priced because of the high research and developme nt costs and the n eed for highly specialized product ion facilities. And this may cause the n eeds of a large amount of inv estme nt capital and the decrease in sales.Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesa nd inv estme nt capital resources. It may not be able to meet the n eeds of cooperati on with other compa ni es.Thirdly, the regulatory complexities of operating within the Chinese market may hin der the developme nt and expa nsion of Opal.Lastly, the regulatory complexities of operati ng with in the Chin ese market and the fierce competiti on may hin der the expa nsion of Opal and in crease a certa in level of risk.PART BChoose two Key values highlighted in Appe ndix 3 and for each, expla in how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excelle nce.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and the n the growth of sales and profits can be achieved.According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Developme nt Sectio n and Customer Care Departme nt. With the rapid developme nt of tech no logy, the ServiceDevelopme nt Secti on is tasked to enhance the customer experie nee of the mobile andweb-based services. And the Customer Care secti on is tasked to en sure that customer expectati ons are con siste ntly met. Both of them are aim to provide customers with excelle nt services.Secon dly, we accept that while we are drive n by tech no logy we will always aspire to drive tech no logy.The developme nt of tech no logy can provide Opal with higher tech-competitive ness, and help it to develop new products and expa nd to larger market. As for Opal, they continue inv est in other inno vative products and market research, and has bee n very successful in ide ntify ing market trends and the n using the latest tech no logical developme nts to satisfy customer n eeds. And, there is a Special projects sect ion in Opal which requires sig nifica nt inv estme nt and provides the lead in g-edge tech no logy required for mobile and others.Sectio n 2Questio n1PART AEvaluate possible sources of finance that Gold could access as it seeks to expa ndits bus in ess operati ons.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal ' s capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secon dly, issu ing debe ntures are a useful way too. Debe ntures are loa ns made to compa nies that carry a fixed rate of in terest. However, the debe nture holders n eed to repay the prin ciples on time and they do not participate in the running of the compa ny like shareholders do.Thirdly, eve n though both issu ing shares and divide nds are appropriate for Opal, therestill some differences between them. The shareholders have the control right of the compa ny, but the divide nd holders do not. And, the divide nds holders n eed to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get ben efits from the divide nds while the debe nture holders can get them from the in terests.PART B找到一类可以同时满足Opal公司股东和Opal在中国市场合作伙伴用来检验企业效率的财务数据信息.请解释这类数据是如何满足这些利益相关者要求的。

Unit 1 Living in HarmonyEnhance Your Language Awareness1.Text A amaze bunch bundle capacity commerce conquer display drop roast robstyle symbol vague figureText B appreciate participate shift slip1)My neighbours are a friendly bunch of people.2)Dave amazed his friends by leaving a well-paid job to travel around the world.3)The employees in this company work an eight-hour shift .4)The professor came to the classroom with a bundle of newspapers under his arm.5)A passenger asked the driver: “Could you drop me off near the post office? I'd like to post a letter.”6)The little girl's capacity for learning languages astonished me.7)How many countries will be participating in the Olympic Games?8)I like the typically French style of living. It is so romantic.9)They have made their fortunes from industry and commerce .10)They threatened to shoot him and rob him of all his possessions.11)In many cultures，the lion is the symbol of courage.12)Your help was greatly appreciated . We are very grateful to you for it.13)It's the first time the painting has been displayed to the public.14)During the exam，the naughty boy tried to slip a note to his classmate while the teacher wasn't looking.15)As the saying goes，conquer the desires，or they will conquer you.16)Before the dinner party，Mother has ordered a roast from the butcher.17)I didn't wait for you at home because I figured that you wouldn't come .2.Text A at knifepoint expose...to flag downhelp out pick up pull overrely on rise one's life run contrary totake a gamble (on)Text B in (rich) contrast to pull away stand out1)In this painting，a single red rose stands in rich contrast to the grassland.2)The factory workers are exposed to poisonous gases and many of them suffer from lung diseases.3)During the war，the soldier risked his life helping others to escape.4)Do trust me. You can rely on me to keep your secret.5)If you are attacked or robbed at knifepoint ，how would you react then?6)She is such an extraordinary girl that she always stands out in a crowd.7)Obviously，this foolish idea runs contrary to common sense(常识).8)I was very tired and had to flag down a taxi in order to get home early.9)The mother picks/picked up her children from the kindergarten at 5:00 p.m. every day.10)The publishers took a gamble on an unknown author，and the books have sold well.11)The driver waved to us as he pulled away .12)The driver pulled over to the side of the road to see what was wrong with his truck.TranslationTranslate the following sentences into English，using the words and expressions given in brackets.1)离婚的传言不过是为他的新电影炒作的手段而已。

全新版大学英语综合教程4答案该文档为全新版大学英语综合教程4的答案，旨在帮助学生巩固和加深对课程的理解。

请注意，这些答案仅供参考，建议学生在自己独立完成练习后再参考答案进行对比。

Unit 1Exercise 11.blasting off2.came across3. a sight to behold4.set out/off5.caught sight of6.rub shoulders with7.take off8.embark on9.make it10.set foot onExercise 21.Why don’t you take up jogging? It’s good for your health.2.I can’t stand sitting in traffic every day.3.Let’s put off the meeting until next week.4.She ended up selling all her belongings and traveling around the world.5.I’d rather you did the chores before going out.6.I have no clue how to solve this difficult problem.7.You should take advantage of the opportunity to study abroad.8.Could you please turn down the music? It’s too loud.9.We need to come up with a solution as soon as possible.10.I’m so looking forward to the summer vacation. I need a break.Exercise 31.C2.B3.A4.D5.CUnit 2Exercise 11.I regret not taking your advice.2.She insisted on talking to the manager.3.We apologize for any inconvenience caused.4.I suggest going to the new restaurant downtown.5.He denied stealing the money.Exercise 21.It is compulsory for all students to attend the seminar.2.We had a heated discussion about the issue, but we reached a compromise in the end.3.Can you make an exception for me this time?4.The professor has a vast knowledge of the subject.5.The government should invest more in education. Exercise 31.D2.A3.C4.D5.BUnit 3Exercise 11.We cannot afford to be late for the meeting.2.He enjoys hiking in the mountains on weekends.3.She is likely to win the competition.4.We are determined to finish the project on time.5.The company is considering expanding its business overseas.Exercise 21.In my opinion, selling the company is the best option.2.I’m against the idea of building a new shopping mall in the neighborhood.3.We need to take into account the opinions of all stakeholders.4.The government needs to take immediate action to address the issue of pollution.5.It is essential to develop good communication skills for success in the workplace.Exercise 31.C2.B3.A4.D5.CUnit 4Exercise 11.be addicted to2.cope with3.give in4.grow up5.look up to6.put up with7.take after8.take up9.think highly of10.to come up withExercise 21.I can’t put up with his constant complaining anymore.2.It’s not easy to give up smoking, but it’s worth it.3.She takes after her mother in terms of appearance.4.I think highly of his dedication and hard work.5.I have to cope with a heavy workload at the moment, but it will get better.Exercise 31.D2.A3.B4.C5.DUnit 5Exercise 11.make sense2.make up one’s mind3.make progress4.make a difference5.make do with6.make an exception7.make a living8.make a mistake9.make the most of10.make itExercise 21.I finally made up my mind to quit my job and start my own business.2.The organization works to make a difference in the lives of underprivileged children.3.Despite the difficulties, she managed to make a living as a freelance writer.4.We need to make the most of our time together and create lasting memories.Exercise 31.D2.C3.A4.B5.D总结本文档列出了全新版大学英语综合教程4每个单元的练习答案。

Section1Question 1:Part AGiven the competitive nature of the mobile telecommunications market analysethe likely advantagesand disadvantagesto Opal of establishinga partnershipagreement with another company.12Advantages:Firstly, the partnership agreementscan provide Opal with technology assistance.It allows Opal for the joint development of new products and the sharing of technology. Secondly, a Chinese partnershipnot only gives Opal access to local knowledge but also provides an air of acceptability that is important when conducting business in China. Thirdly, local firms 'well -reputation and wealth of experience will also help Opal to ensure that product development and customer service is specifically targeted at meeting the local needs and demands of the local market. Fourthly, companies in partnership can share the costs and reduce the risk.Disadvantages:As for the disadvantages, firstly, the own technology of Opal might be leaked because of the sharing of technology which may result in the loss of Opal 'csompetitive advantages. Secondly, in apartnership with others, the control power of Opal company might be distributed because of the consideration of other partners Thirdly, firms need to share the profits and there might be conflicts since those companies are profitable organizations.PART BIdentify and justify possible options the senior management may have which willenable Opal to maintain its current levels of success and profitability. 8Firstly, since Chinese market has enormous potential, Opal needs continue to invest in Chinese market to gain more market shares for its expansion.Secondly, Opal can sign the partnership agreementswith more companies, to gain more comprehensive market information and share the technology and develop new products.s be nThirdly, in order to maintain the characteristics and good reputation, Opal needs to keep the strong stance in relation to the environment, use more green and environmental materials to produce‘ environmentally friendly ' products and services and keep offering a comprehensive mobile phone recycling scheme.Fourthly, it is necessary to deepen the agreement with Huawei, since Huawei is a long established and well-respected player in the Chinese telecoms market. By doing so, Opal can achieve the further expansion.Question 2PART AAssessthe strengthsand weaknessesof Opal as they seek to expanding in thecoming years. 12StrengthsFirstly, the further deregulation of the telecommunications markets enabled Opal to capitalize on a number of opportunities.Secondly, Opal has its core markets, and the recent ‘ openin-gup'of the Chinese market is currently providing Opal with opportunities for further expansion.Thirdly, the mobile devices division has allowed Opal to sell their phones to competing networks allowing access to a much larger market.Fourthly, as their characteristic, Opal has adopted a strong stancein relation to the environment, and they were one of the first phone manufacturers in the world to offer a comprehensive mobile phone recycling scheme and offers environmentally friendly products and services.WeaknessesFirstly, the first hand-held phones were high priced because of the high research and development costs and the need for highly specialized production facilities. And this may cause the needs of a large amount of investment capital and the decrease in sales. Secondly, Opal is a medium sized producer of handsets, which means it owns limited produce resourcesand investment capital resources. It may not be able to meet the needs of cooperation with other companies.Thirdly, the regulatory complexities of operating within the Chinese market may hinder the development and expansion of Opal.Lastly, the regulatory complexities of operating within the Chinese market and the fierce competition may hinder the expansion of Opal and increase a certain level of risk.PART BChoose two Key values highlighted in Appendix 3 and for each, explain how ithas impacted upon the company ' s activities. 8Firstly, the customer deserves service excellence.Opal is a customer- focused organization. Enterprise's core value is to focus on customer service and its quality. By doing so, the customer satisfaction and loyalty can be established and then the growth of sales and profits can be achieved. According to the case, in order to enhance the quality and satisfaction of customer services, the Opal has established the Service Development Section and Customer Care Department. With the rapid development of technology, the Service Development Section is tasked to enhance the customer experience of the mobile and web-based services. And the Customer Care section is tasked to ensure that customer expectations are consistently met. Both of them are aim to provide customers with excellent services.Secondly, we accept that while we are driven by technology we will always aspire to drive technology. The development of technology can provide Opal with higher tech-competitiveness, and help it to develop new products and expand to larger market. As for Opal, they continue invest in other innovative products and market research, and has been very successful in identifying market trends and then using the latest technological developments to satisfy customer needs. And, there is a Special projects section in Opalwhich requires significant investment and provides the leading-edge technology required for mobile and others.Section 2Question1PART AEvaluate possible sources of finance that Gold could access as it seeks to expandits business operations.Firstly, issuing shares are a financing way that Opal can access. It can meet a part of the Opal 's capital needs during its expansion, even though the amount of share capital issued will be limited to the authorized share capital amount.Secondly, issuing debentures are a useful way too. Debentures are loans made to companies that carry a fixed rate of interest. However, the debenture holders need to repay the principles on time and they do not participate in the running of the company like shareholders do.Thirdly, even though both issuing shares and dividends are appropriate for Opal, there still some differences between them. The shareholders have the control right of the company, but the dividend holders do not. And, the dividends holders need to repay the principle on time, while it won' tbe necessary for shareholders. Lastly, the shareholders can get benefits from the dividends while the debenture holders can get them from the interests.PART B找到一类可以同时满足Opal 公司股东和Opal 在中国市场合作伙伴用来检验企业效率的财务数据信息. 请解释这类数据是如何满足这些利益相关者要求的。

GU.11．(a)Product mix means that the full set of all products offered for sale by a company. From the case, it shows that the product width of product mix of Barr’s is not wide enough. So:Advantage:The Barr’s product mix is very simple and specialized which likes the operational activities. Barr’s just only operates in the drinks market. However, the company has great subsection of products, and there are many product lines and items in it. Moreover, with the edgy humorous theme advertisement, the product s of Barr’s are well-known in many places.In the case, Barr’s produces many different brands, such as Irn-Bru, Tizer, Simply Citrus, Simply Clear, etc. It also operates the UK franchise for Orangina and for Lipton Ice Tea. For its products, Barr’s uses th e advertisement to maintain an up-to-date image. This will help Barr’s to gain economies of scale in promotion and operation, and build managerial expertise.To gain the profits, a number of different markets are targeted by the company. The product lines and items of the company have various focuses. For example, Tizer aims at the market of 13-15 years old boys. And Orangina aims at the market of 18-30 years old people.Disadvantage:Most products of the Barr’s are at the maturity stage. According to the ca se, for example: Irn-Bru is one old brand, it over 100 years old, it is up against the decline stage.Soft drink is one of rapidly changing markets; so many companies will be durative to research, and then put out new brand of drinks.From the case, Barr’s is very hard to set up a new brand, because its own brands such as Irn-Bru are accepted abroad very well. The company is not able to develop its own brand.While, Orangina, one franchise agreement, is not in a steady market, and the Lipton Ice Tea is just in the introduction of its product life cycle in the UK.(B).Price elastic, which is known as elastic demand, means the quantity demanded will change by larger percentage than price. That is to say, price elastic is much more sensitive than price.Price elasticity would influence the brand loyalty of Barr’s, so Barr’s need to improve its brand loyalty, which could makes price elasticity less sensitive. This will affect price changing on sales.According to the case, Barr’s uses advertising to maintain an up-to-date image for its products. Barr’s tries to build brand share and brand loyalty, Barr’s uses different strategies to market its Price Elastic Products and increase its promotion activities.Here is an example: in 2003, free Irn-Bru samples were given to concert goers at events in England by sales people who arrived in ‘Irn-Bru Scooterettes’ - scooters in Irn-Bru colors. This type of ‘guerilla campaign’ was also used successfully in 2002.One more: During 2002, Tizer, in conjunction with Alcan, ran a campaign in conjunction with schools whereby containers are provided in schools for recycling. Nearly 250 schools participated in the scheme which offered prizes including musical instruments.2.Competitors’ behaviour depends on market characteristic, which includes competitors and oligopoly.For one market, the total demand of market is fixed, and the competitors have a number of the market shares. So the impact of main competitors is very important to Barr’s. That is to say, competitors also want to attract the same range of customers.Because of the fixing total demand of market, they could rely on some extent others in the industry to help itsoverall growth. So Barr’s have well activity to confront the external environment.Barr’s uses a range of promotional activities to make considerable use of advertising. It is a vital part in maintaining an up to date image for its products, particularly as carbonated soft drinks, most of them are bought by young people.Barr’s is proud of its reputation for u sing innovative tactics alongside tried and tested methods. But there are some complaints to the advertising standards authority. However, the Advertising Standards Authority (ASA) did not uphold the complaint. They agreed with Barr’s view that the advert was intended to be humorous and that the idea in it was meant to be ridiculous and not to be taken seriously.The ASA considered that the claim would be regarded as nonsensical humour. The company has the particular advertising which is be famous for the most people. Most of the customers are interested in the advertisement. Barr’s tailors its advertising and promotional activities very closely to the situation of the brand involved. A significant factor was the help obtained by Barr’s from government agen cies, particularly Scottish Trade International, which is responsible for encouraging Scottish based companies to export. The goods of the Barr’s that they sell abroad give an income into this country. And exports must be added on, so the government of Russian always help the company to acquire the good income.However, the Russian economy collapsed, and despite a successful advertising campaign in 1999 essence sales to Russia in 2001 fell. Because Barr’s began exporting Irn-Bru directly to Russia in 1994 when the market opened up to western firms after the fall of the communist regime. Previously, goods like soft drinks were not readily available and awareness of all brands was low.In February 2002, Barr’s concluded a new franchise agreement with the Peps i Bottling Group, the largest franchise bottler for Pepsi-Cola in the world. Irn-Bru is produced at its bottling plants in Russia and is distributed through PBG’s extensive distribution netword. This arrangement seems to be working well: at the end of its first year, in 2003, Irn-Bru sales accounted for almost 1% of the Russian market.In addition, the company has changed promotional methods to make use of the internet. For example, Barr’s has gained exclusive rights for the provision of drinks at tourist attractions in Scotland, such as the Falkirk Wheel and the Lomond Shores development at Loch Lomond.Tizer has sponsored the ITV show. It has developed special characters like ‘Ed the Head’ who have become associalted by consumers with the product. This sponsorship is regarded as particularly efficient as this TV show has the greatest proportion of the target market viewing at any one time.3. (a)The stakeholder is any group shares of the interest with the company. The company of Finsbury Growth Trust plc has the shares of 4.01%, so the company is the stakeholder. The stakeholder include the governments, suppliers and employees. The information which it needs will depend on its organisational goals, and they should know they can take which level of degree of risk.In the case, we have no idea of the objective of the company, so it is hard to say which information will be valuable for the stakeholder. But according to my idea, the following information will be interested:The investment of the new machinery. It can arouse a large cash outflow, so that the capital will be influenced. They will also be interested in dividends. Because this will influence earnings that it gets and how much it can pay its unit holders. For the Barr’s, the dividends are steady.The promotional campaigns are paid attention. It will influence demand for products, gradually influence the achievements.Another piece of information is the franchise agreements. It will influence the Barr’s earnings when they start and end.They will take care of the complaints made to the advertising Standards Authority. It may affect the demand forBarr’s products.(b)The main users of financial statements will use financial information to assist decision-making. Users of financial information can be split into 2 categories: internal and external users.Internally, management and employees study the information provided by the financial and management accounting statements. Existing shareholders, who will check the company’s performance, are al so considered internal users of financial information.According to the case, the shareholder is the external user, he will receive a share of any profits in return for the investments. Shareholders are primarily interested in the value of their shares and the return on their investment. They will use this information to help decide whether to remain a shareholder in this business or to sell their shares and invest elsewhere.Profitability ratios will be of ultimate interest to shareholders, in particular, it is a ratio known as return on capital employed. Barr’s managers are internal users, they will use the accounting information to compare performance. They will use all sources of financial information.In the case, I will choose the profit after tax, which could meet the requirements of each of the two companies. The profit after tax is the revenues minus the expenditure, and then minus the taxation, this part is the profit after tax. As the shareholder, there are some advantages to measure it:It could be used to monitor whether it has invested in terms of its objectives, these may relate to companies which have stable earnings.Whether it’s previous share purchasing decisions should be reviewed.Whether it’s a suitable share profile among several co mpanies could be implemented. It can be seen as the bench mark to scale the investment of the company.The measure also can reconsider whether it is suitable for investment. If the profit after tax is not so good, the company is able to sell the shares.As the Barr’s, it could use it to monitor the year to year progress of the company. And it also can monitor the effectiveness of its profit sharing schemes.4.According to analyse the case, Barr’s already has three partnership agreements, such as those with Pernod Ricard, with Unilever in the UK, and with Pepsi in Russia. If Barr’s concludes another partnership agreement with another company, these are maybe several advantages and disadvantages.Advantages:The company has a long-standing aim that is about increasing the sales of southern border. Sales there have been rising, while comparing with the sales in Scotland the quantity is still very low. So Barr’s has to change its marketing mix, the company extends its product lines and items, which could help the company to get much more profits, and gain larger market share.Branding is highly significant in the soft drinks market. It means that companies should have adequate funds spending on propagandizing their products, and most of customers who have purchased are full of satisfaction. At the same time, they have to be able to produce in sufficient quantities to gain economies of scale in production. The company want to enter the French market to open up new markets, so that Barr’s could acquire further profits. Moreover, Barr’s wants to promote its production to abroad for being a well-known company.These partnership arrangements, known as franchise agreements, normally last for a specified period of time such as five years. Barr’s has the UK franchis e for Orangina and for Lipton Ice Tea.Disadvantages:Concluding a new agreement, Barr’s should get more capital to support the promotional activitieson new products. And one more problem is building own brand. In the case, Barr’s uses the advertisement t o maintaining brand awareness, which is as a vital part in maintaining an up-to-date image for its products. This should cost large number of capital. Advertising and promotional activities are used for growing and increasing the famous level of a new bran d. Barr’s may change attention from efforts to building its own new brands such as Simply Citrus.However, Barr’s is still a small company, and its resources are too thin for spreading, so Barr’s should be overstretched. In the case, Barr’s just operates the drinks market, so Barr’s could beat into some other areas of markets, such as selling furniture, selling electrical machines, etc.5.Barr’s has clearly forms of structure. Now I will analyse the structure from finance and marketing. The Barr’s only have one horizontal hierarchy. The hierarchy is an integrating and coordinating device intended to bring together among the activities of individuals, teams, groups and departments.The company has clear roles and responsibilities. Barr’s controls costs o f raw materials, like sugar, it is through rigorous procurement and purchase methods. Finance uses to maintain and control on costs. While marketing is about creating an impact, finance may be able to adjudicate between spending in demands of operations and in marketing.Barr’s is traditional company with traditional values and this may fit well within a traditional structure. The traditional organisational structure is a less effective structure.Analysing the case, if Jonathan Kemp, the Director of Market Department, wants to do some promotional activities and advertising, it is hard to get enough money, because it will conflict between Finance and Market. Finance Department maintains on cost, and adjusts spending demand.In soft drink market, marketing is expensive. And Finance maybe could provide the capital. Under such structure, it is hard to be changed. The appointment of two new young directors, Jonathan and Roger suggests that the company may need to develop more quickly than it has.So in my opini on, a brand based structure may help Barr’s to achieve its further development and ensure the organisation of Barr’s appearing its commitment to brands. In such new structure, communication between Finance and Marketing will be much easier than in the current structure. A brand based structure could help ensure funds allocated to the requirements of marketing each brand more closely.(A) There are several main factors affecting the demand for Irn-Bru in the UK.The soft drinks market is sensitive to price, in the case, owing to the value of the pound was high against the Euro and a knock-on effect, Barr’s was forced to cut prices to wholesalers by 30%.For some products, tastes and fashion is very important. In the case, Tizer was re-launched in 1993 and in late 1996, another redesign was introduced. A further re-launch in 2003, this time it is more close to its target market. Weather as one more factors, could influence the demand. In the case, in a very poor summer, in 2002, sales of soft drinks are low, s o Barr’s gets low profit.Advertising and promotion is vital in influencing tastes, and increasing people’s awareness of Barr’s products, e.g. Irn-bru sponsorships.(b) Due to the value of the pound was high against the Euro, prices of other goods affect demand of UK, and it forces reducing in price to maintain sales levels. In the case, Barr’s cuts prices to wholesalers by 30%.Weather conditions could affect cash flow. In the case, in 2002, in a very poor summer, sales of soft drinks are low, so it reduces the cash inflow.Promotion could increase demand; it could help get higher sales and profits.A knock-on effect on sales revenue and costs could affect profits directly.(c)Price and other determinants could affect the demand curve.If prices rise from P1 to P2, the quantity will moves along the demand curve from A to B, this means quantity will decrease from Q1 to Q2.If prices fall from P1 to P2, the quantity will moves along the demand curve from B to A, this means quantity will increase from Q2 to Q1.In the case, when the value of pound is high against the Euro, the demand of soft drinks in the UK is decreased, so Barr’s has to cuts prices.Consumers like the tastes and increasing of consumer’s income will shift the demand curve to the right. Howe ver, if the weather is not hot and decreasing of consumer’s income will shift the demand curve to the left. In the case, the summer of 2002 is not hot; it causes the demand decreased, so Barr’s profits are lower than other years.7. (a) Advantages:Barr’s h as a good reputation especially in Scotland. In the case, Irn-Bru that is over 100 years old is the leading brand in Scotland, and one of the top 100 in the UK.From the finance statement, Barr’s has a good profit, dividends record is very steady, and net cash inflow is healthy. This shows the management of Barr’s is making a useful decision, and the liquidity of the company is good, so that Barr’s has money for further investment, and lead stakeholders to keep on holding the shares, or buy more.Barr’s i s focus on a single soft drinks market, and it has a record of investing in its brands. It also has built a reputation for innovative advertising. In the case, Barr’s uses promotional activities and advertising to maintain an up-to-date image for its products. And used for maintaining brand awareness in Scotland, and growing and increasing brand awareness in England.Barr’s has well-motivated staff.Disadvantages:In the highly competitive market, Barr’s is still a small company, and it is very vulnerable. I n the case, Irn-Bru is in the mature stage of its product life cycle in Scotland, so it is hard for further growth in that place.It is not easy to get established in England, it should cost a long time to beat in a new market. And Barr’s depends on carbonated soft drinks too much, although it has a small water product.Franchising is short term, and is a risky operation, while Barr’s has three franchise agreements.(b) Barr’s should find some ways to rebuild its product mix. In the case, Barr’s depends up on the Irn-Bru too much, and it does not other main brand to be depended on.Barr’s had better to end the franchise of Orangina in the next year. In the case, such product aims at adults, which is a good target, but this franchise does not work very well, so it could be ended.Barr’s could develop new markets for Irn-Bru. In the case, Irn-Bru in England is developing slowly, so like Russia these new markets will have a good value to development.Barr’s is a traditional company, and it does very successfully. So Roger White may have to retain the benefits of the old style to keep on competing.In my opinion, I think the company is the traditional company, it has traditional ideas and manage methods, while it has own advantages. Roger White may have to find ways to maintain the benefits of the old style family business in order to make sure it can continue to compete.The company should develop new products at immature stage or growth stage of the product life cycle. So that it could have successful sales and the profit contribution will increase rapidly.For the Irn-Bru, they should find ways to re-invigorate the product mix of the company. They should design morefashion products for the adults and old people, for which more and more people will know the brands, and the market of Barr’s will be larger.A G Barr has held the UK manufacturing and distribution franchise since 1995, and the current deal lasts until 2007. So they should do good preparing for it. This product appeals to adults and is good for this reason but its market is static.。

全新版大学英语第四册综合教程课后习题答案(2)Unit1Part II Text A lexf Organization VocabularyI. 1. 1) alliance 2) heroic3) stroke 4)limp5) minus 6) regions7) declarations 8) siegeAppendix I - $9 9) raw 10) retreat11) have taken their toll 12) In the case of 13) campaign 14) at the cost of 15) has been brought to a halt2. 1) is faced with5) picking up2) get bogged down 3) is pressing on / pressed on 4) drag on6) falling apart 7) cut back 8) take over3. 1) The rapid advance in gene therapy may lead to the conquest of cancer in the near future.The border dispute between the two countries resulted in thousands of casualties.Sara has made up her mind that her leisure interests will/should never get in the way of her career. Obviously the reporter's question caught the foreign minister off guard.The introduction of the electronic calculator has rendered the slide rule out of date / obsolete.4. 1) At that time, the enemy forces were much superior to ours, so we had to give up theoccupation of big cities and retreat to the rural and mountainous regions to build up our bases.Unity is crucial to the efficient operation of an organization. Failure to reckon with this problem will weaken its strength. In many cases, work may be brought to a halt by constant internal struggle in an organization.The Red Army fought a heroic battle at Stalingrad and won the decisive victory against the Germans. In fact, this battle turned the tide in the Second World War. During this famous battle, the Soviet troops withstood the German siege and weakened the German army by launching a series of counterattacks.II. More Synonyms in Context1) During the First World War, battles occurred here and there over vast areas. Some of the most dramatic fighting took place in the gloomy trenches of France and Belgium and in the no-man's-land between the trenches.2) Elizabeth made careful preparations for the interview and her efforts / homework paid off.3)1 spent hours trying to talk him into accepting the settlement, but he turned a deaf ear to all my words.4) Pneumonia had severely weakened her body, and I wondered how her fragile body could withstand the harsh weathe- 90 - Appendix IIII. UsageBut often it is not until we fall ill that we finally learn to appreciate good health.A rich old lady lay dead at home for two weeks―and nobody knew anything about it. It's said he dropped dead from a heart attack when he was at workDon't sit too close to the fire to keep warm―you could easily get burned, especially if you fall asleep. In those days people believed inmarrying young and having children early. Little Tom was unable to sit still for longer than a few minutes. ■Structure1. 1) To his great delight, Dr. Deng discovered two genes in wild rice that can increase the yield by 30 percent.To her great relief, her daughter had left the building before it collapsed. To our disappointment, our women's team lost out to the North Koreans.We think, much to our regret, that we will not be able to visit you during the coming Christmas.2. 1) These birds nest in the vast swamps (which lie to the) east of the Nile.By 1948, the People's Liberation Army had gained control of the vast areas north of the Yangtze River. Michelle was born in a small village in the north of France, but came to live in the United States at the age of four. ■4) The Columbia River rises in western Canada and continues/runs through the United States for about 1,900 kilometers west of the Rocky Mountains. Comprehensive Exercises I. Cloze 2. stand in the way 4. catching... off his guard 6. declaration 8. drag on 10. die from (A)1. invasion 3. Conquest 5. launching 7. campaign 9. reckon with11. bringing...to a halt(B)1. In2. since3. the4. and5. it6. that/who7. of/about 8. across9. to 10. lost11. to 12. with13. buried 14. in15. than 16. between 17. from 18. to19. downAppendix I - 91 CII. TranslationThe offensive had already lasted three days, but we had not gained much ground. Our troops engaging the enemy at the front were faced with strong/fierce/stiff resistance. The division commander instructed our battalion to get around to the rear of the enemy and launch a surprise attack. To do so, however, we had to cross a marshland and many of us were afraid we might get bogged down in the mud. Our battalioncommander decided to take a gamble. We started under cover of darkness and pressed on in spite of great difficulties. By a stroke of luck, the temperature at night suddenly dropped to minus 20 degrees Celsius and the marsh froze over. Thanks to the cold weather, we arrived at our destination before dawn and began attacking the enemy from the rear. This turned the tide of the battle. The enemy, caught off guard, soon surrendered.。