[外语学习]高等学校研究生英语系列教材 综合教程下主编熊海虹 教学课件第十单元.ppt

高等院校研究生英语系列教材综合教程（下）INTEGRATED COURSEUnit 10 Business and Economy ContentStarting outReading FocusReading MorePractical TranslationFocused WritingFinal ProjectTask 1 Look at the cartoons carefully and work in pairs to discuss the implied meanings behind them on Page 280.Starting outStarting outStarting out—Task 1Starting out—Task 1Starting out—Task 1Starting out—Task 1Starting out—Task 1Starting out—Task 1Starting out—Task 1Starting out—Task 1Task 2 F (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)Starting outStarting outª The name of your business ª The type of your business ª The location of your business ª Why your business would be unique or special ª Why your business would be successfulTask 2 F(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)Starting outStarting out1) 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”?Watch the video clips and finish the exercises. Marketing Across CulturesReading FocusReading FocusGlobal Understanding 1Detailed Information2Critical Thinking3Language Points4Reading FocusReading FocusVocabulary in Action5Reading FocusReading Focus– – Global Understanding1Introduction2Body3Conclusion(Paras. 1-2)(Paras. 3-11)(Paras. 12-14)IntroductionSupporting Evidence: a. General Motors sold their Nova model badly in Latin America because _____________________________________. b. Coca Cola didn’t achieve its initial success because ____________________________________________________________.Cultural awareness in marketing plays a crucial role because there are not only subtleties to every culture but plain taboos as well.Reading FocusReading Focus– – Global Understanding“no va” means “it doesn’t go” in Spanishthe translation of the soft drink’s name read “bite the wax tadpole”Body (Paras. 3-11)Reading FocusReading Focus– – Global UnderstandingA. It is important to visit the target market. (Paras. 3-5) Supporting Evidence: a. Such a visit enables you to _______________________________. 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 _________________________ were very tiny and _____________________________________ ________________.become aware of the target market absorb the present-day cultureJapanese retail establishmentslocal housewives had to make purchases on footBody (Paras. 3-11)Reading FocusReading Focus– – Global UnderstandingB. Various cultural factors have impacts on purchasing behavior. (Paras. 6-8) Two Suggestions:a. Don’t make generalizations about the target language.b. ________________________________________________.Combine superstition and language for amplified effect C. There are certain “don’ts” in advertising. (Paras. 9-10)Supporting evidence:a. In the EU and much of Asia, __________________________ ____________________.b. _____________________________________ should be taken into account in designing visual parisons in advertising are not accepted or allowed Local differences in non-verbal behavior D. It makes sense to pay attention to not only national borders but also _________________. (Para. 11). regional patternsConclusion (Paras. 12-14)Reading FocusReading Focus– – Global UnderstandingEach aspect of culture is worthy of our attention, so it is wise to ________________________________________________________ ______. have someone with local knowledge of the target culture advise youTask 2Choose the sentence that best expresses the meaning of the sentence from the text. (P289) Key: 1 2 3 4 5 6 7 8 CACDCABCReading FocusReading Focus– – Detailed InformationCritical ThinkingReading FocusStep One Work together with your partner to answer the following questions based on the text you’ve just read.ØIn the passage, the author suggests that language and superstition should be combined for amplified effect. Do you think so? Personally, would numerals have any effect on your purchasing decisions? Why or why not? What did you think of them?ØIn the passage, the author mentions that “For an EU campaign, it might be okay to tout the merits of your products, but not okay to use comparative methods common to a US campaign.” What do you think about the role of advertising in business?Reading Focus—Critical Thinking。