Unit6VisionsofBusiness1Thisunitislikeacollectionofrouteplansofbusinesssuccesses.Itpresentsstoriesofsomepeoplewellknownfortheirgloriousachievementsintheirrespectiveareas.Italsoprovidessomebasicknowledgeaboutbusinessorganizationsandbusinessplanning.listeningtothesesuccessstoriesnotonlyhelpsstudentslearntheEnglishlanguagebutalsohelpsthemlearnabouttheworld.2PartIGettingreadyB Listen to an economics report about businessorganizations.Completethefollowingchart.3PartIBScale刻度，大小，等级Proprietorprprat(r)n.所有人；业主；老板所有人；业主；老板IndividualProprietor个体所有者个体所有者Dividenddvdendn.股息；红利；被除数；彩金；回报股息；红利；被除数；彩金；回报BoardofdirectorsPartnern.伙伴；搭档；伴侣；合伙人伙伴；搭档；伴侣；合伙人Partnershipn.合伙人身份；合股；合伙经营合伙人身份；合股；合伙经营Liabilitylabltin.责任；债务；倾向；可能性；不利因素责任；债务；倾向；可能性；不利因素Cooperationn.合作；协作合作；协作Nonprofit4KeystoBIndividualpropertypartnershipcooperationscalesmallsmallbigownershipTheproprietorownsallthepropertyofthebusinessTwoormorepeoplegointobusinesstogetherinvestorsownstock,ashareoftheownershipresponsibilityTheproprietorisresponsibleforthebusinessLimitedpartnershavelimitedresponsibilities;fullpartnershavefullresponsibilitiesAboardofdirectorscontrolsthecooperatepoliciesandappointstopofficerslifetimelimitedlimitedUnlimited5TapescriptofBBusinessesarestructuredtomeetdifferentneeds.Onebasicdifferenceinvolveswhoisresponsibleforthebusiness.Anotherinvolveshowlongtheorganizationstayinbusiness.Thesimplestformofbusinessiscalledanindividualproprietorship.ThewordproprietorcomesfromFrenchandLatinwordsforpropertyowner.Theproprietorownsallthepropertyofthebusinessandisresponsibleforit.Thelawrecognizesnodifferencebetweentheownerandthebusiness.MostsmallbusinessesintheUnitedStatesareindividualproprietorships.Anotherkindofbusinessisthepartnership.Twoormorepeoplegointobusinesstogether.Anagreementisusuallyneededtostatehowmuchofthepartnershipeachpersoncontrols.Theycanendthepartnershipatanytime.Butpartnershipsandindividualproprietorshipshavealimitedlife.Theyexitonlyaslongastheownersarealive.6Somestatespermitwhatarecalledlimitedliabilitypartnerships.Thesehavefullpartnersandlimitedpartners.Limitedpartnersmaynotshareasmuchintheprofits.Buttheirresponsibilitiestotheorganizationarealsolimited.Themostcomplexisthecorporation.Thiskindofbusinessorganizationdesignedtohaveanunlimitedlifetime.Investorsinacorporationownstock.Thisisashareoftheownership.Investorscantradetheirsharesorkeepthemaslongasthecompanyisinbusiness.Investorsmaygetpaiddividends,asmallamountofmoneyforeachsharetheyown.Aboardofdirectorscontrolsthecorporatepolicies.Thedirectorsappointtopcompanyofficers.Thedirectorsmightormightnotholdanysharesinthecorporation.Notallcorporationsaretraditionalbusinessesthatsellstock.TheAmericanRedCross,forexample,isorganizedasanon-profitcorporation.7PartIIMichaelDellVs.FrederickSmith(I)Bands乐队Buildtoorderrevolution订单革命Middlemann.中人；经纪人；中间转手人中人；经纪人；中间转手人Efficacyefksin.功效功效Nutsandboltsn.具体细节；基本要点，最基础的部分具体细节；基本要点，最基础的部分Fromthegroundupadv.从头开始；从头开始；完全地，彻底地完全地，彻底地Tenuredadj.享有终身职位的享有终身职位的Homegrownadj.自产的；本土产的自产的；本土产的Handsonadj亲自动手亲自动手8PartIIAMichaelDell:MichaelDelservesasChairmanandCEOofDellComputerCorporation.HeisthelongesttenuredCEOinthewholecomputerindustry.Byusinghisinnovativedirecttoconsumermarketingapproachandbypioneeringtheindustrysfirstserviceandsupportprogramsthebuildtoorderrevolution.DellComputerCorporationhassuccessfullyeliminatedthemiddlemanandestablisheditselfasoneofthetopvendorsofpersonalcomputersworldwide.9FrederickSmith:FrederickSmithisChairman.PresidentandCEOofFederalExpressCorporation,orFedEx.aglobalprovideroftransportation,ecommerceandsupplychainmanagementservices.Butwhenhefirstcameupwiththeideaofovernightdeliveryservice,nobodyseemedtobeinterestedinit.Andnowwithitsjustintimedeliverysystem,SmithhasmadeFedExamultibilliondollarindustry.FedExusedtoprovidemainlywaterandairdelivery,butnowitsmakingabigpushintothegrounddeliverybusiness10KeystoBB.Listenagainandanswerthequestion.WhatdoesMichaelwantfromFred?Fredmuststaycompetitiveinthefollowingaspects:1)thequalityofservice2)thebreadthofthenetwork3)theuniqueservicesneeded4)thecost11Tapescript:JeffGreenfield:Thankyou.Oklook,itsnotallthatunusualtodreamupabusinessideawhileyoureincollege.Youknow,youbookthebandsfortheparties,youdeliverpizzastothedorm.Ok,dreamingupanewmultibilliondollarindustryfromthegroundup,thisisalittlelessusual.Butitissomethingbothofourguestsaccomplishedevenifnoteveryonerealizeditatthetime.WhenFredSmithwroteatermpaperoutlininghisideaforanovernightdeliveryservice,histeachergavehimaCminus.HeoffandwentontocreateFederalExpress.WellbetalkingaboutthatandothermatterswithFredSmith,theChairman,PresidentandCEOofFedExCorporation,alittlelaterintheprogram.ButfirstMichaelDell,whodroppedoutofcollegeafterayearstartthebusiness,hestillheads.AsChairmanandCEOofDellComputer,MichaelDellhappenstobethelongesttenuredCEOintheentirecomputerindustry.Hesalsothemansolelyresponsibleforcreatingthedirecttoconsumermodelthatsparkedthewholebuildtoorderrevolution.MichaelDellsaimistoeliminatethemiddleman,ahomegrownphilosophythatcarriesoverintohishandsonmanagementstyle.12Beforewegetintothespecificconversations,Iwanttoknowsomethingbecausethetwoofyouhavearelationshipthatcustomers-like.CouldyouexistwithoutacompanylikeFredSmithstosupplyyourstuff?Coulditworkifyoudidnthaveajust-in-timedeliverysystemtogetyouyourpartsforyourcomputersMichaelDell:Inourcase,no.Imean,youknow,wecouldntexistwithoutFedEx,andIdontthinkFedExcouldexistwithoutourdistributing.Wearesortofmutuallyco-dependenthere.FrederickSmith:Thatsabsolutelyright.Michaelunderstandsthathisefficacywithhiscustomersdependsondeliveringexactlyashestoldhiscustomerthathesgongtodeliverplushisproductionisjustintinsoallthosepartsandpiecesfromallovertheworldgottatocometogetheratthesametime.NowhemayhavetoforhisownresonsusebrandX,butclearlythebestchoiceisFedEx.13TapescriptGreenfield:Nowyougoout,youremakingabigpushintothegrounddeliverybusinessaswell.Right?Smith:Sure.Greenfield:Michael,whatwouldyouwantfromhimasaCEOandfounderofDell,tomakeitmoretemptingforyou?Dell:Well,itsprettystraightforward.Imean,youknow,yougottabecompetitive,youvegottodeliveronthethingsthatareimportanttous,whichmeansthequalityofservice,thebreadthofthenetwork,the.youknow,uniqueservicesthatweneed.Forexample,wehavealotofthingsgoingonwithairliftoutofAsia,comingintheUS,andtheirnetworkisparticularlywellsuitedforthis.Andofcourse,theygottabecostcompetitive.Youputallthattogetherandthatsthesortofdiscussionwehave,theresnotalotofrealsciencetoit,Imean.itsprettybasicnutsandbolts.Hereswhatweneed,youknow,andhereweneedtostaycompetitive.Greenfield:Doyouhaveashot?Smith:No,IlltellyouIvebeenlisteningtothewholelotofit,andusuallyImdoingeverythinghewantsustodo.Icantellyouthatmuch.14PartIIIMichaelDellvs.FrederickSmith(II)Suckout吸出吸出Depreciatedpriietv.贬值；降价；轻视贬值；降价；轻视Customizekstmazvt.定制；定制；计计用户化用户化Innovatenvetv.改革；创新改革；创新Supplychain供应链供应链Informationflow信息流信息流Assetn.资产；优点；有用的东西资产；优点；有用的东西Commissionn.佣金；委员会；委托；佣金；委员会；委托；Academicrealm学术领域学术领域Logisticsldstksn.物流；后勤学；运筹学物流；后勤学；运筹学Fulcrumflkrmn.（杠杆的）支点；支柱；最重要的部分（杠杆的）支点；支柱；最重要的部分Servern.服务器；侍者；辅祭者服务器；侍者；辅祭者15PartIIIMichaelDellvs.FrederickSmith(II)KeysMichaelDellEfficientinformationsystemscan1)takeoutalltheunnecessarycostsoftransactionandprocessingandhelpfindmoreapplicableproductsorservices;2)shrinkthedistancebetweenthesourceofdemandandthesourceofsupply.AGreatpartoftheeconomywillworkon“supplychain”because1)About40%ofbusinessestodayareoperatedonafastcyclebasis.soyoullhaveaworldofchoice;2)Almosteverythingcanbepresentedtoyouonacomputerandyoucancustomizealmostanything;3)Youcanhaveitdeliveredveryrapidly.FrederickSmith16KeystoBBListenagain.WhataretheCEOsanswerstothestudentsquestion?Question:Whatkeepsyougoingandwhathaveyoulefttoaccomplish?Motivation:Theopportunityintheindustry,inthebusinessAmbitions1:Tobealeadernotonlyinclientcomputing,butalsointheenterpriseandserversandstorage2:TodobusinessnotjustintheUnitedStatesbutallovertheworld3:Toaddalotofservicesthatgoalongwiththeproducts17KeystoBPositiveattitudetowardsfuture:BeingtrulyexcitedaboutthecompanysfuturePositiveattitudetowardswork:EnjoygoingtoworkeverydayLovetocompeteLovetoinnovateLovetoworkwithalotofwonderfulpeopleandsitrightinthemiddleofalotofveryexcitingbusinesstrends18TapescriptGreenfield:Letmeturnnowtothefirstthemewewanttotalkabout,andthatthisbuild-to-orderrevolution.Doesitchangeeverything?Dell:Youknow,Ithinkfirstofall,yougottalookatthesupplychain.Basically,whatefficientinformationflowsdoisthey,youknow,theysortoftakeoutallthesecostsoftransactionandprocessingthatsortof,youknow,addtotheultimatecostofbuyingsomething.Andifyouviewinformationasthiskindoflikevacuumthatsucksoutthatunnecessarycost,therearecertainproductsorserviceswherethisisfarmoreapplicable.Youknowthingsthathaveveryhighmarkups,thingsthatdepreciateinvalueatanincrediblerate.Greenfield:Whatsanexample?Dell:Takethecarindustryforexample.Ok?Notnecessarilyfitinsmallpackagesyet,butyouknowwhenyougotobuyacar,youtypicalgotoaplacewherethereslotsofcarsandsomebodyguessedwhatkindofcar,youknow,youweregoingtobuy.19Dell:And,youknowthatstherestensofbillionsofdollarsinassetstiedupinthoseguessesandwhatusuallyhappensisyouendupbuying,notthecarexactlythatyouwantedbutthecartheyhappenedtohave.Andthenthesignalgoesbacktothefactorythatthatcarthatyoujustbought,youknow,issellingreallywell,soletsbuildsomemore.Andthepersonwhosoldittoyougetsacommissionforsellingyousomethingthatyoudidntquiteexactlywanttobuy.Andsoyougotcapitaltiedup,yougotcoststiedup,andwhatinformationsystemscandoisessentiallyshrinkthedistancebetweenthesourceofdemandandthesourceofsupply.20Smith:Theresalotofworkthatsbeendoneintheacademicrealmaboutthisissuesupplychainthatyourejusttalkingabout.ThelatestfigurethatIveseenwhichwasdonebyoneoftheschoolsintheMidwestthathasagoodtransportationandlogisticspractices.Andabout40percentofbusinessestodayareoperatedonafastcyclebasisthatMichaelandWal-Martandsoforthpioneered.Nowtherescertaintypesofitemsthatareverylowintermsofunitcostslikegroceriesorgasolineyouputinyourcar,orcommoditiesofonesortoranotherorwhereformandfitmaymeetmakethecustomerswannagolookatitpersonallylikeputtingonacoatorsomething.ButIthinkotherthanthat,almosteverythingwillbepresentedtoyouonacomputerandyoullhaveaworldofchoiceandyoucancustomizeitandhaveitthereveryrapidly.Foracar,itmightbefourdays;foraDellcomputer,itmightbeovernight,orifyouwanttoshortenthedelivery,threedaysorwhatever.ButIthinkagreatpartoftheeconomywillworkthatway.Greenfield:Itsnowtimeforthenextgenerationofbusinessleaders,wehope,toasktheirquestionsofourguests.Pleasebesuretotellusyournameandthenyourquestions.Sir.21Munan:Ok,goodafternoon.MynameisMunan.Imjustcuriouswhatkeepsyouguysgoingandpersonallywhatyouguyshavelefttoaccomplish?Dell:Youknow,whatkeepsmegoingagainistheopportunitythatIseeinourindustryinourbusiness.Youknow,thisisabusinessthatcontinuestogrow,theITindustryisrightatthefulcrumoftheeconomy.Theindustryisexpandingaroundtheworld.Wewanttobealeadernotonlyinclientcomputing,butalsointheenterpriseandserversandstorage.AndwewanttodoitnotjustintheUnitedStates,butallovertheworld.Andwewanttoaddalotoftheservicesthatgoalongwiththoseproducts,sowehave,wethinkagreatstart,butwethinkthereistremendousopportunitygoingforward.Smith:Well,Imtrulyexcitedaboutmycompanysfuture.Ilovegoingtoworkeveryday,itsgreatfun.Ilovetocompete,Ilovetotrytoinnovate,comeupwithanewidea.Workwithalotofwonderfulpeopleandsitrightinthemiddleofalotofvery,veryexcitingbusinesstrends,andIcantthinkofanythingIdratherbedoing.22PartIVMoreaboutthetopic:TheBusinessPlanListentotheWomeninBusinessreport.Writedownthekeypoints.Thencompletethesummarybelow.Summary:Oneofthemostfundamentalstepstowardasuccessfulbusinessisthebusinessplan.Itdoesntmatterwhetheryourcompanyisalargeoneorasmallone.Whatdoesmatterishavingabusinessplantomaketheideaareality.Aplanisessential,foranybusiness.ItislikeamapforyourbusinessastowhereyouregoingtogoAndabusinessplanistheverybestwaytogetstartedbecausewhenyoudobusinessplanyougofromAtoZinfiguringouteveryaspect:howmuchmoneyyouneed;howmanypeopleyoullneed;whetheryoullneedpeople.givesyouawayofpredictingwherethebusinessmaygosoyoucanpositionyourselftorespondintelligentlyandusetheleastamountofmoney.Soabusinessplanisevenmorecriticalforthosebuddingentrepreneursthatdonthavemuchmoneyforitcanhelptousethelimitedresourcesintheverybestway.23TapescriptAwomanhasagreatideaforabusiness.Shesjoinedawomensbusinessassociationandtalkedwithseveralentrepreneurs.Shewantstogetstarted.Whatthenextstep?Intodayswomeninbusinessreport,SarahLongtellsusthatonofthemostfundamentalstepstowardasuccessfulbusinessisthebusinessplan.Theideaforabusinessmaybelargeorsmall.Amanufacturingplantwithlotofemployeesoraone-employeecompanybasedinthehome.Itsnotthesizeofthebusinessthatmatters.Whatdoesmatteraccordingtoexpertsishavingabusinessplantomaketheideaareality.Ionlyhavemyselfandmyfull-timeofficemanagerandImhiringathirdperson.Idoabusinessplaneveryyear.BettyStehmanhasherownaccountingfirm.Alongwithafullrangeofa(countingandtaxservices,hercompanyhelpsentrepreneursdevelopbusinessplan;Shebelievesaplanisessentialforanybusinessincluding,ofcourse,herown.Ireviewwheremyplanwaslastyear.Imeasuremyselfagainstit.ThenIlookatwhereIwanttogo.Thatgivesmedirectionforthefullyear.IfIdonthavethatdirection,itslikegoingonatripwithoutamapandyourenotsurewhereyouregoing.Sothebusinessplantomeisessentiallyamapforyourbusinessastowhereyouregoingtogo.24EntrepreneurT.W.Fitzgeraldagreesthatabusinessplanistheverybestwaytogetstarted.WhenyoudoabusinessplanitsalmostyourguaranteethatyourbusinesswillsucceedbecauseyougofromAtoZinfiguringouteveryaspect:howmuchmoneyyouneed;howmanypeopleyoullneed;whetheryoullneedpeople.Itgivesyouawayofpredictingwherethebusinessmaygosoyoucanpositionyourselftorespondintelligentlyandusetheleastamountofmoney.Ms.Fitzgeraldsaysthatifabuddingentrepreneurdoesnthavemuchmoney,abusinessplanbecomesevenmorecriticalbyhelpingtousethelimitedresourcesintheverybestway.Shepointsoutthatabout46percentofbusinessesintheUnitedStatesoperatewithoutabusinessplan.These,shesays,arethecompaniesatgreatestriskoffailing.Andinanincreasinglyglobalmarketplace,shesaysonepersonsgreatideatodaymaybetenotherpeoplesgreatideatomorrow.Thoseusingbusinessplansaremostlikelytobeatouttheircompetitors.25PartVDoyouknow.?ExerciseA.Keys:Paragraph1.1)802)100Paragraph2.1)oldest2)largest3)fastest4)growing5)19196)school7)hours8)organized9)operated10)forming11)LocalParagraph3.1)developed2)shares3)materials4)produced5)profits6)owned7)business8)operate26Paragraph4.1)19742)classrooms3)programs4)55)186)27000007)85000Paragraph5.1)52)113)Volunteer4)main5)rules6)organized7)made8)sold9)economy10)money11)industry12)trade13)families14)communitiesParagraph6.1)122)143)business4)expert5)Project6)economic7)theories8)supplydemand9)corporations10)worldtradeParagraph7.1)122)143)Economics4)leaving5)completing6)continuing7)game8)jobs9)education10)money11)get12)earn13)need14)want15)high16)school27TapescriptAnorganizationintheUnitedStateshasbeenteachingyoungpeopleabouttheAmericanbusinesssystemforalmost80years.Nowweoperateinmorethan100othercountries.JuniorAchievementistheworldsoldest,largest,andfastestgrowingeconomiceducationalorganization.Itbeganin1919inSpringfield,Massachusetts.Thegroupsfirstprogramwasforhighschoolstudentsafterschoolhours.Itsgoalwastoshowyoungpeoplehowbusinessesareorganizedandoperated.Thestudentslearnedbyformingtheirowncompanies.Localbusinesspeopleadvisedthem.First,thestudentsdevelopedaproduct.Thentheysoldsharesintheircompany.Theyusedthismoneytobuythematerialsneededtomaketheproduct.Theyproducedtheproductandsoldit.Finallytheyreturnedtheprofitstothepeoplewhoownedsharesinthecompany.TheJuniorAchievementCompanyProgramwasverysuccessful.ItcontinuestoteachyoungpeopleaboutAmericanbusinessbyhelpingthemoperatetheirowncompanies.In1974.JuniorAchievementbeganteachingstudentsintheirclassroomsaboutbusiness.Today,thereareprogramsforstudentsofallagesfrom5to18.Morethan2700000AmericanstudentsareinvolvedinJuniorAchievement.Theyaretaughtbymorethan85000businessadvisorswhoarenotpaid.28JuniorAchievementhasprogramsforyoungschoolstudentsages5through11.Volunteerbusinessadvisorsteachthemainrulesofsuccessfulbusinesses.Theyteachhowbusinessesareorganized.Theyteachhowproductsaremadeandsold.TheyalsoteachabouttheAmericaneconomy,thesystemofmoney,industryandtrade.Andtheyteachstudentshowtheeconomyaffectstheirfamiliesandtheircommunities.JuniorAchievementhasprogramsformiddleschoolstudentsages12to14.Avolunteerbusinessexpertteachesthestudentsonceaweek.OneprogramiscalledProjectBusiness.Itisabouteconomictheories.Studentslearnaboutsupplyanddemand.Theylearnaboutcorporations.Andtheylearnaboutworldtrade.29AnotherJuniorAchievementprogramfor12to14-year-oldstudentsiscalledtheEconomicsofStayinginSchool.Itisforstudentswhomaybethinkingaboutleavingbeforecompletinghighschool.Thesestudentslearntheimportanceofcontinuingtheireducation.Firsttheyplayagame.Thegameshowswhatkindsofjobspeoplehave.Itshowshowmucheducationisneededforeachjob.Anditshowshowmuchmoneyeachjobpays.Thestudentslearnthatworkerswithmoreeducationgetbetterjobsandearnmoremoney.Thenthestudentslearnhowmuchmoneytheyneedtobuythethingstheywant.Theyrealizethattheyprobablywillnotearnenoughmoneyiftheydonotfinishhighschool30高端访问高端访问专访迈克尔专访迈克尔戴尔戴尔央视网消息(高端访问2008年7月28日播出):http:/v.cctv.com/html/gaoduanfangwen/2008/08/gaoduanfangwen_300_20080804_1.shtml31