商英Unit 18,19,20

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1、Unit18Marketstructureandcompetition1bReading1.Marketleaders2.Expandingmarkets3.Marketchallengers4.Marketfollowers5.Establishinganiche/Dangersfacedbymarketfollowers1cComprehensionThesecondsummaryistheonlyaccurateone.Thefirstsentenceofthefirstsummaryisclearlyfalse.Thelastsentenceofthefi

2、rstparagraphofthetext,‘Themarketleaderisfrequentlyabletoleadotherfirmsintheintroductionofnewproducts’,meansthatothercompaniesareobligedtofollow,notthattheleaderhelpsthem.Thelastsentenceisequallyinaccurate:thefifthparagraphofthetextsaysthataproductthatmerelyimitatesandhasnouniquesellin

3、gpropositionisalwaysarisk,notonlyduringrecessions.Thethirdsummaryisalsoinaccurate.Thetextsaysthatamarketleaderisoftenthefirstcompanytohaveenteredortohavesucceededinafield,notthatthefirstcompanynearlyalwaysbecomestheleader.Thetextstatesthatmarketfollowerscanchoosetoattackeithertheleade

4、rorvariousfollowers,andnotthatleadersregularlyattackbothchallengers(intheplural)andfollowers.Thelastsentenceiswhollyfalseasthetextdoesnotstatethatimitatingtheleader’sproductsisasafestrategy.1dVocabulary:1.marketshare:acompany’ssalesexpressedasapercentageofthetotalmarket2.promotion:sho

5、rt-termtacticsdesignedtostimulatestrongersalesofaproduct3.monopoly:thesituationinwhichthereisonlyonesellerofaproduct4.competitors:companiesofferingsimilargoodsorservicestothesamesetofcustomers1.slogan:ashortandeasilymemorizedphraseusedinadvertising2.marketsegmentation:thedivisionofama

6、rketintosubmarketsaccordingtotheneedsorbuyinghabitsodifferentgroupsofpotentialcustomers3.niche:asmallandspecificmarketsegment4.differentialadvantage:afactorwhichmakesyousuperiortocompetitorsinacertainrespect5.turnover:abusiness’stotalsalesrevenue6.recession:aperiodduringwhichaneconomy

7、isworkingbelowitspotential2aVocabulary1.perfectcompetition2.monopoly3.monopsony4.naturalmonopoly5.monopolisticcompetition6.oligopoly7.economiesofscale8.barrierstoentry9.dominant-firmoligopoly10.cartel2bComprehension1.amonopsoney(thegovernmentshouldbetheonlybuyer)2.anoligopoly3.perfect

8、compe