Unit 16
　　Competition
　　Comparison of adjectives
　　1. Listening
　　The Sales Manager of Brotherton Plc is talking about the company’s main competitors. As you listen, complete the table below. Rank in order1-4.
　　Listening task
　　Let’s look at the competition. Now, our main competitor-Benton-entered the market in 1982-ten years later than us. But since then they have grown more rapidly and are now the biggest in terms of market share. Why? Mainly because of their product development. Their products are better, sold at lower prices and presented more attractively. At the moment their main weakness is that they have the lowest profitability.
　　Now, our second major competitor is Zecron, they entered the market at the same time as us. They have a lower market share than us and their products are sold at slightly higher prices. However, their annual return shows greater profitability and much heavier investment in plant and machinery over the last two years. So they are in a good position to overtake us soon.
　　The last competitor is Mansell. They have been in the market slightly longer than us and Zecron. They have a much smaller market share, but their products are sold at the top end of the market at much higher prices. As a result they achieve the best profitability of the four companies with much lower turnover.
　　So, what can we say about our own position? Well, our products are medium-price but less attractive than Benton’s. we’re getting a problem with reliability. Certainly Benton’s range has a reputation for being much more reliable. Our market share is higher than Zecron and Mansell, but they are more profitable than us. So, we must become more competitive during the next two years if we are to hold on tour market share and increase profitability.
　　请见附图
　　2. Presentation
　　In this extract you heard a variety of comparative and superlative forms of adjectives.
　　2.1 Forming comparative and superlative adjectives
　　2.1.1 Adjectives with one syllable
　　long-longer-the longest
　　big-bigger-the biggest
　　low-lower-the lowest
　　high-higher-the highest
　　late-later-the latest
　　2.1.2 Two-syllable adjectives ending in y
　　heavy-heavier-the heaviest
　　early-earlier-the earliest
　　2.1.3
　　Adjectives with two or more syllables
　　reliable-more reliable-the most reliable
　　expensive-more expensive-the most expensive
　　profitable-more profitable-the most profitable
　　2.2 Modifying comparative adjectives
　　We can also modify the strength of the comparative adjective.
　　# If we want to make it stronger, we can use much..
　　e.g. a much smaller market share
　　much more reliable
　　# If we want to make it weaker, we can use slightly.
　　e.g. slightly higher prices
　　slightly longer
　　3. Controlled practice
　　Use the table in the Listening section and the language in the Presentation section to complete these sentences.
　　1. Mansell have been in the market_________ _________.
　　2. Brotherton entered the market _________ than Benton.
　　3. Benton entered the market ten years ________ than Brotherton.
　　4. Benton have ____________ ____________ market share.
　　5. Mansell have a much ___________ market share than Brotherton.
　　6. Benton’s products are sold at _______ ________ prices.
　　7. Mansell’s products are sold at _______________ ____________ prices than Brotherton’s.
　　8. Zecron’s products are __________ _________ _________ than Brotherton’s.
　　9. Mansell is _________ _________ profitable company.
　　10. Brotherton is ________ _______ than Benton.
　　课文注释及词汇讲解：
　　* in terms of 在……方面
　　e.g. Benton Co. is the biggest in terms of market share.
　　本顿公司的市场份额最大。
　　In terms of the numbers in employment hotel industry is the largest in this city.
　　就雇用人数来说，旅馆业是这座城市最大的产业。
　　* present 呈现，介绍，引见，提交[注意：得音在第二个音节上。Present 还可用做名词，此时是“礼物”的意思，重音在第一个音节上。]
　　e.g. Their products are presented more attractively.
　　他们的产品在外观上更吸引人。
　　We shall present a complete report to the board of directors.
　　我们将向董事会提交一份完整的报告。
　　* weakness 弱点
　　e.g. At the moment their main weakness is that they have the lowest profitability.

　　当前他们最主要的弱点是利润率最低。
　　* major 主要的
　　e.g. major competitors 主要的竞争对手
　　major problems 主要的问题
　　* enter the market 进入市场
　　e.g. They lowered their prices in order to enter the competitive market.
　　为进入竞争激烈的市场。他们降低了价格。
　　* return 报告
　　e.g. Their annual return shows greater profitability and much heavier investment in plant and machinery over the last two years.
　　年度报告表明，在过去两年中他们的利润率有的提高，在厂房和机器方面的投资大有增加。
　　* position 位置
　　in a position to do sth. 能够做某事
　　e.g. Now we are in a good position to defeat our competitors.
　　现在我们完全有能力击败竞争对手。
　　* overtake 超过
　　e.g. ABC Co. is in a good position to overtake us in terms of profitability.
　　从利润率方面来说，ABC公司很有能力超过我们。
　　* at the top end of the market 面向高收入顾客的市场
　　market 可分为up-market[由收入较高的顾客构成的市场，这些顾客一般不在乎价钱，而注重产品的质量、品牌和形象]和down-market[廉价商品市场]。
　　Top end of the market 是指up-market，这种市场虽然销售量不一定大，利润率却非常高。
　　* reliability 可靠性[本文中指产品质量]
　　reliable （质量）可靠的
　　e.g. Our products enjoy good reputation for their reliability.
　　我们的产品以质量可靠而闻名。
　　* get a problem with … 在……方面出问题。
　　e.g. We are getting a problem with reliability.
　　我们在产品质量的可靠性方面出了问题。
　　We’ve got a problem delivery.
　　我们在交货方面有问题。
　　* hold on to 保持住
　　e.g. hold on to our market share 保持住我们的市场份额
　　* share capital 股本[指股东的资本]
　　* premises 厂房[注意：要用复数形式]
　　* age in market 市场年龄[即进入市场的时间长短]
　　Unit 16 附图
　　Unit 16
　　听力译文：
　　我们来看一下竞争的情况吧。我们主要原因竞争对手本顿公司于1982年进入市场，比我们晚10年。但他们增长得我们快，现在已占有了最大的市场份额。为什么呢？主要是由于他们的产品开发。他们的产品质量更高、价格更低而且外观更吸引人。目前，他们最大的弱点是利润率最低。
　　现在，再来看一下第二个主要竞争对手泽克伦公司。他们与我们同时进入市场。他们的市场份额比我们小，产品价格也略高一点。但他们的年度报告表明，在过去两年中他们的利润率较高而且在厂房和机器设备上的投资更多。因此他们完全有能力很快超过我们。
　　最后一位竞争对手是曼塞尔公司，他们进入市场的时间比我们公司和泽克伦公司要长一些。他们的市场份额要小得多，但产品主要卖给高收入阶层的客户，价格也高得多。因此，在四个公司中，他们销售额最低，但利润率最高。
　　那么，我们自己处在什么样的位置呢？嗯，我们的产品价格适中，但不如本顿公司的产品有吸引力。我们的产品可靠性方面也开始出现问题了。当然，本顿公司的产品系列以质量更可靠而闻名。我们的市场份额比泽克伦公司和曼塞尔公司都有大。但他们的利润率比我们高。因此，今后两年里我们如果想保持住市场份额并提高利润率，就必须提高竞争力。
　　Exercises-A
　　将下列句子换个说法。第一句已做出。
　　1. Axon has slightly more employees than Bentel → Bentel has slightly fewer employees than Axon.
　　2. Tom has far more customers than Harry. → Harry _______________________________
　　3. My company has slightly fewer trainess than yours. → Your company _______________
　　4. The secretaries here do far more work than the boss. → The boss ___________________
　　5. I get far less satisfaction from administration than from research. → I ________________： [NextPage]
　　Exercises-B
　　请用以下形容词的正确形式填空。
　　low, bad, noisy, heavy, fair, light, large, hot, nice, good, busy
　　1. Our new model is popular because it only weighs 7 kilos. At 8.5 kilos, our old model was ____.
　　2. We’ve already re-designed our products. The colour was a little too dark. Now it’s ________.
　　3. The weather in the Tropics is comfortable at the moment, but it will soon get ____up to 45℃.
　　4. The way we appoint people to jobs is very unfair. We need a ___________system.
　　5. Because of new production methods, our production costs are _________. This means we can keep our prices the same, even with inflation.
　　6. I don’t like the new computer printer. It’s ______ than the old one. Nobody can hear a word while it is printing.
　　7. We haven’t had much work to do recently. However, we have had one or two orders in the past week and are starting to become _________.
　　8. I don’t like our new boss at all! Our previous boss was _________________.

　　9. We’re extending our showroom by 6 square metres. This will give us a ____________ space.
　　10. Our results aren’t good this year. But I’m full of confidence. I expect our results next year to be ___________________!
　　11. (Response to 10) Do you think so? I’m afraid they may be _____________!
　　Exercises-C
　　根据以下图表提供的信息，用所给形容词的最高级完成下列句子。
　　successful, large, fast, profitable, high, efficient, small
　　请见附图
　　These three companies make the same products. Ozal has (1) market share, but it is not (2) profitable company. Nafco, which has the (3) workforce and only 30 percent of the market share, had (4) profits last year. If we look at the profits and the number of employees, Nafco seems rate, and it could be (7) company in the future.
　　Translation
　　我们厂有三个主要竞争对手，他们生产的机床占了70%的市场份额。其中红都厂牌子最老，利润率最高。他们的产品精密耐用，因而以很高的价格占据了高档品市场。沃顿厂生产的机床价格低廉，占的市场份额最大，虽然利润率不如我们高。沃特厂生产大型机床，投资很大，市场稳定，但利润率很低。
　　三家机床厂积压有优势又积压有弱点。我们今后若想有竞争力，道德要保证质量的可靠性以保持住市场份额，然后再提高利润。
　　Key to Exercises-A
　　2. Harry has far less customers than Tom.
　　3. Your company has slightly more trainees than ours.
　　4. The boss does far less work than the secretaries here.
　　5. I get far more satisfaction from research than from administration.
　　Key to Exercises-B
　　1. heavier
　　2. lighter
　　3. hotter
　　4. fairer
　　5. lower
　　6. noisier
　　7. busier
　　8. nicer
　　9. larger
　　10. better
　　11. worse
　　Key to Exercises-C
　　1. the largest
　　2. the most
　　3. smallest
　　4. the highest
　　5. the most deeicient
　　6. the fastest
　　7. the most successful
　　Key to Translation
　　We mainly have three competitors, whose lathes take 70% of the market share. Among them Hongdu has the longest history and highest profitability. The precision and endurance of their products have enabled them to sell at the top end of the market at much higher prices. Voton, with their low prices, have seized the lion’s share, though their profitability is lower than ours. As a producer of large lathes, Walt have invested heavily and maintained their market share, but their profitability ranks the lowest.
　　All the three lathe producers have their own strengths and weaknesses. If we are going to be competitive, we have to guarantee reliability to hold on to the market share, and then increase profitability.