高等院校研究生英语系列教材

综合教程(下)INTEGRATED COURSE

Unit 10

Business and Economy

Content

Starting out Reading Focus Reading More Practical Translation Focused Writing Final Project

Starting out

Task 1 Look at the cartoons carefully and work in pairs to discuss the implied meanings behind them on Page 280.

Starting out—Task 1

Starting out—Task 1

Starting out—Task 1

Starting out—Task 1

Starting out

Task 2 (1) Imagine that the members of your group have decided to start a business. Talk about what type of business you could develop. You could open a store, manufacture a product, provide a service, or do any other type of business. Work together to produce a business plan, which you will present to the whole class as a report. Your business plan needs to cover the following points. (P280) The name of your business The type of your business The location of your business Why your business would be unique or special Why your business would be successful

Starting out

Task 2 (2) Discuss which of the businesses presented you think would be successful. Why? What factors are important in starting a new business? Do you think you would be a successful entrepreneur? (P280)

Watch the video clips and finish the exercises.1) What was the story like in 2005 and 2009 about Lenovo? 2) What were the problems with Lenovo according to analysts? 3) What were Lenovo’s two key drivers of growth? 4) What is good news for Lenovo? 5) What does it imply by saying that “strategy is less important than the company’s Chinese roots”?

Reading Focus

Marketing Across Cultures

Reading Focus

1 2 3

Global UnderstandingDetailed Information Critical Thinking

4 5

Language Points Vocabulary in Action

Reading Focus – Global Understanding

1

2 Body (Paras. 3-11)

3 Conclusion (Paras. 12-14)

Introduction(Paras. 1-2)

Reading Focus – Global Understanding Introduction Cultural awareness in marketing plays a crucial role because there are not only subtleties to every culture but plain taboos as well.

Supporting Evidence: a. General Motors sold their Nova model badly in Latin America because“no va” means “it doesn’t go” in Spanish _____________________________________. the b. Coca Cola didn’t achieve its initial success because ________ translation of the soft drink’s name read “bite the wax tadpole” ____________________________________________________.

Reading Focus – Global Understanding Body (Paras. 3-11) A. It is important to visit the target market. (Paras. 3-5) Supporting Evidence: become aware of the target market a. Such a visit enables you to _______________________________. absorb the present-day culture b. Such a visit is a good chance to ___________________________. c. The poor sales of “large, economy-sized” boxes of detergent in Japan resulted from the fact that _________________________ Japanese retail establishments were very tiny and ____

_________________________________ local housewives had to make purchases ________________. on foot