高级综合商务英语1-Unit-7-Mass-customization-彭青龙
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高级综合商务英语彭青龙UnitCreativityandInnovation
Unit Five
Creativity and Innovation
1. Lead-in 2. Text A: The Postmodern Craving for
Creativity 3. Text B: Design Thinking
Lead-in Discussion
1）What’s the difference between Creativity and Innovation? Read the next two slides for some clues.
Lead-in Discussion
3) What’s the meaning of “think outside the box”?
In a poll, “think outside the box” has been voted Britain’s most despised business jargon. What do you think is the possible reason?
For example, ipad has attracted billions of loyal customers with its cutting-edge, user-centered design. Thanks to its creative prowess, Apple’s ipad is now a 7 billion dollar business around the world.
Part I
Notes
Radiator Springs
Radiator Springs was once a popular rest area. However, in the early 1960’s, Interstate 40 built nearby greatly decreased traffic.
Creativity and Innovation
1. Lead-in 2. Text A: The Postmodern Craving for
Creativity 3. Text B: Design Thinking
Lead-in Discussion
1）What’s the difference between Creativity and Innovation? Read the next two slides for some clues.
Lead-in Discussion
3) What’s the meaning of “think outside the box”?
In a poll, “think outside the box” has been voted Britain’s most despised business jargon. What do you think is the possible reason?
For example, ipad has attracted billions of loyal customers with its cutting-edge, user-centered design. Thanks to its creative prowess, Apple’s ipad is now a 7 billion dollar business around the world.
Part I
Notes
Radiator Springs
Radiator Springs was once a popular rest area. However, in the early 1960’s, Interstate 40 built nearby greatly decreased traffic.
综合商务英语一册Unit7Business Phone Calls
as your reference.
• John, there is a Mr. White on the line. Can you
get it?
• This is Mary speaking. May I help you? • How may/can I help you? • How may I be of assistance? • Can you follow? • I’m sorry I don’t follow. (I’m not following.)
Lead-in
• Do you ever make telephone calls in
English? When? What for?
• Do you know how to answer a phone call
in English?
Vocabulary
• Do you know the meaning of the following
Language Focus
• Present progressive • The present progressive is used to denote
(表示) a temporary (暂时的) action or state that began at a previous time and continues into the present time. It is expressed by
Reading
• Do you know what you should pay
attention to when making a business phone call? For example, the greeting, the clarity of speaking, the understandability of expression, etc.
• John, there is a Mr. White on the line. Can you
get it?
• This is Mary speaking. May I help you? • How may/can I help you? • How may I be of assistance? • Can you follow? • I’m sorry I don’t follow. (I’m not following.)
Lead-in
• Do you ever make telephone calls in
English? When? What for?
• Do you know how to answer a phone call
in English?
Vocabulary
• Do you know the meaning of the following
Language Focus
• Present progressive • The present progressive is used to denote
(表示) a temporary (暂时的) action or state that began at a previous time and continues into the present time. It is expressed by
Reading
• Do you know what you should pay
attention to when making a business phone call? For example, the greeting, the clarity of speaking, the understandability of expression, etc.
高级综合商务英语1 Unit 12 entrepreneur 彭青龙
7
Reference answers
Q4. How should we measure the success of an entrepreneur?
• • • • • • His financial worth The stability of his company Innovative ability Contribution to society His social responsibility Integrity
24
Part I
Sentence Interpretation
Three years ago one such paradox strolled into the Harvard lab that put resveratrol on the map and set in motion events that may in time radically transform the way we age… (Line 7, Para 3)
25
Part I
Words and Expressions
unprepossessing (Para.2) adj. not very attractive or noticeable example: Despite his unprepossessing appearance, he was very popular with women.
8
Reference answers
Q5. What kind of social responsibilities should an entrepreneur have? • Environmental protection • Community concerns • Social equality • Create safe quality products • Timely tax payer And other?
高级综合商务英语1Unit9internet彭青龙精品PPT课件
new challenges it is now confronted
with and the internal problems it has.
Para. 18- New businesses Google is developing
Functions Advantages
Disadvantages
searching
blogging advertising shopping
12
Lead-in Million Dollar Homepage
• Click the website to get more information about Internet and our life
5
Lead-in Discussion 1---reference
2. For the second question, students may give their own answers but need to justify them. A good search engine should pay attention to the following factors:
• Size of data base • Freshness of information • Completeness of text • Type of documents offered • Speed and consistency • Effective display of key words Any other factors?
Unit Nine
Internet and Our Life
1
1. Lead-in 2.Text A: Internet and Our Life 3.Text B: Has the Internet Brought us
高级综合商务英语1 彭青龙 Unit 1 Globalization
Part I Questions about Part I
Q 2. When people talking about emerging market, what are the countries or regions that they are referring to? (Para. 1)
Emerging markets are nations with social or business activity in the process of rapid growth and industrialization. The seven largest emerging and developing economies are the BRIC countries (, Brazil, Russia, India and China), as well as Mexico, Indonesia, and Turkey.
• Global competition encourages creativity and innovation and keeps prices for commodities/services in check.
Keep ..in check 使..受抑制、约束
Lead-in
• Globalization changes our employment.
• Mobile phones have surpassed their original use.
------Steve ·Jobs
(February 24, 1955 – October 5, 2011)
Lon changes our ways of thinking.
Outsourcing, while it provides jobs to a population in one country, takes away those jobs from another country, leaving many persons without opportunities.
高级综合商务英语 彭青龙 Unit Globalization
Part I Questions about Part I
Q3. What is the meaning of “line business” (Para. 1)?
Line business or line of business, is a general term which often refers to a set of one or more highly related products which service a particular customer transaction or business need.
Part I Words and Expressions
entity (Line. 13, Para. 2) n. an entity is something that exists separately from
other things and has a clear identity of its own. In business, it refers to a person, partnership, organization, or business that has a legal and separately identifiable existence.
Lead-in
• Globalization brings trade conflicts.
Lead-in
Cultural Identity
• With different cultures around the world beginning to interact, our cultural identity is changed gradually through globalization.
高级综合商务英语1-Unit-7-Mass-customization-彭青龙
economy, which is resurgent from economic straitjacket but still hindered by both internal and external counter-forces.
❖Q2: What are internal and external counter-forces which hinder German economy?
❖ Internal: Little sign of substantive change in the system of labor relations, hindering productivity level
❖External: Low-cost competition from Asia and East Europe
Part II Words and Expressions
❖formidable (Para. 6) ❖adj. difficult to undertake, surmount, or defeat ❖synonym: awesome ❖example:
As the workshop of world, China has become a formidable trading power to be reckoned with, causing other countries to view its massive potential market with hope and its cheap products with fear.
❖“A big dollop of cream on the cake” is slightly adapted from “icing on the cake”, which means “a second great thing that happens in addition to the first”.
❖Q2: What are internal and external counter-forces which hinder German economy?
❖ Internal: Little sign of substantive change in the system of labor relations, hindering productivity level
❖External: Low-cost competition from Asia and East Europe
Part II Words and Expressions
❖formidable (Para. 6) ❖adj. difficult to undertake, surmount, or defeat ❖synonym: awesome ❖example:
As the workshop of world, China has become a formidable trading power to be reckoned with, causing other countries to view its massive potential market with hope and its cheap products with fear.
❖“A big dollop of cream on the cake” is slightly adapted from “icing on the cake”, which means “a second great thing that happens in addition to the first”.
高级综合商务英语1精编版.doc
⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯最新料推荐⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯⋯Unit 4今年1 月，史蒂夫?乔布斯(Steve Jobs) 走上旧金山芳草地艺术中心 (Yerba Buena Center) 的舞台发布 iPad ，完成了现代商业史上最引人注目的一次复出。
这不仅仅关乎半年前迫使他退居幕后的疾病。
病魔一度令乔布斯严重消瘦，最终不得不进行肝脏移植手术。
而就在十多年前，几乎所有人认为乔布斯的事业及其共同创立的苹果公司 (Apple) 已经走上绝路。
硅谷和华尔街都断定，它们已经与科技的未来无缘。
然而，到了今年初，苹果已然重生。
在 1 月份的发布会之前，即使是按照乔布斯自己的苛刻标准衡量，外界对苹果的期望程度也是异乎寻常的。
批评者总是用贬抑的口吻谈论乔布斯创造的“现实扭曲场”：他能让观众信服，那些在其他厂商手中似乎尚未成形的技术已经被苹果完美地应用。
为了激起消费者购买他们自己也不知道是否真正需要的电子产品的欲望，打消他们的疑虑极其关键，而乔布斯则早就被公认为这种艺术形式的大师。
在iPad 发布之前的数月内，科技界对苹果这款最新的突破性产品猜测纷纷。
据传它是没有键盘的触摸屏电脑，甚至可以媲美2001年的 iPod 和 2007 年的 iPhone 带来的影响。
在 1 月份的发布会上，乔布斯带上台的iPad 没有让人们失望。
对于 F?斯科特 ?菲茨杰拉德 (F. Scott Fitzgerald)广为流传的名言（美国人的生命中没有第二幕）而言，没有比这更坚决的反驳了。
乔布斯首次登上报纸头条时，甚至比现在的马克?扎克伯格 (Mark Zuckerberg) 还要年轻。
早在书呆子备受追捧之前，由于在普及个人电脑 (PC)中发挥的关键作用，以及苹果在华尔街的成功上市（当时乔布斯年仅 25 岁），乔布斯就成为了科技界的第一个摇滚明星。
如今，三十年过去了，乔布斯成为了在塑造世纪之交的世界中居功至伟的美国西海岸的几大科技巨头之一。
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Part I Sentence Interpretation
Text A BMW Drives Germany
Structu4
Main Topics
BMW’s mass customization used as a marketing device and an effective means of injecting flexibility into BMW.
Para. 5-8 BMW symbolic of German economy
Para. 9-11 BMW’s highly automated Leipzig plant conducive to mass customization
Para. 12-18 BMW’s attempt to handle the key issues of mass customization: workforce flexibility, production capacity expansion, product-line expansion.
Part I Questions about Part I
❖Q1. What’s the main idea of Part I (Para. 1-4)? ❖BMW used mass customization to promote its
sales as a handy marketing device and to inject flexibility into almost every aspect of the company, particularly, manifested by its ability to cater for fickle customer desires and its rhythm of work.
❖Q2: Is there any solution to this problem?
Q3: What lessons of potential risks of customization can be learnt from this case?
Q4: In your opinion, what products are more suitable for mass customization?
❖Q1. What is “customization”? Do you like MyMuesli’s customizing its cereal food? Why or why not?
❖However, the company neglected robust processes of mass customization. Whenever a report on customers’ favor was published, the manufacturing capacity was insufficient. For lack of human labor mixing muesli from about 65 different categories of options by hand, the company had to turn down prospective customers by setting a daily order limit.
❖Q2. What does “heavily unionized workforce” mean? What changes have been brought about by the deals BMW struck with its workforce?
❖1) A union is a group of workers who have come together to make collective decisions about their work and their working conditions. Heavily unionized workforce means that a relatively high proportion of employees belong to a union.
❖2) A number of challenges can arise for a company to manage a heavily unionized workforce, especially because of lack of flexibility. Union workers often work set hours, and they must take a certain number of breaks during the day, no matter how heavy or how light the workload. Deals BMW struck with its workforce enabled it to bring in new ways of working and manage its workforce more or less in accordance with production demands.
Unit Seven
Mass Customization
1. Lead-in 2. Text A: BMW Drives Germany 3. Text B: How Mass Customization Is
Changing Our World
Lead-in
Case Study
❖MyMuesli, the manufacturer of cereal food, enables the users to customize a food product through online interaction.