商务英语阅读(第二版) 王关富 Unit8 The decade of Steve 课后答案

Unit 8

The decade of Steve

Exercises

1. Answer the questions on the text.

1) What makes the story of Steve Jobs so incredible and remarkable?

So perseverant in his goals;

Experiencing and overcoming so many difficulties and frustrations;

Dominating in as many as four distinct industries;

Running Apple so well------creatively, competitively, and profitably;

Miraculously returning from his fatal diseases.

2) What are the four markets that Steve Jobs reorganized and dominated?

Music, movies, mobile telephones as well as computing.

3) Why is he regarded as the rare businessman?

Predilections unique to him.

Distinctive design taste and elegant retail stores.

Outside-the box approach to advertising

A showman, born salesman, and a magician.

Legitimate worldwide celebrity

Always making products customers want to buy.

Visionary but grounded in reality.

Motivated not by money, but by a visceral ardor for Apple.

4) What astounding achievements has Steve Jobs made up to date?

Increasing corporate worth from $5 billion in 2000 to $170 billion now.

Moving from cash drain and near bankruptcy to $34 billion in cash and market securities.

275 retail stores in 9 countries with 73% share of US MP3 player market, and undisputed leadership in mobile phone innovation.

His personal net worth about $5 billion.

5) What was the first important success of Steve’s team?

It created the first Macintosh (iMac), a breakthrough all-in-one computer and monitor. With drastic cost cutting and lucrative sales, it greatly improved the Apple’s balance sheet and financially got Apple well prepared for big investments and business leap.

6) Why did Steve object to Ellison buy out Apple in 1997?

Because he didn’t like people to second-guess the intention of his return (as making money) and wanted to take high moral ground so that he could easy and graceful decisions.

7) Why did Steve build Apple-owned retail stores and some have doubts?

Because through the building of retail stores, Steve could establish direct contact with customers, get to know what they really want, and fill the stores with all

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