研究生英语综合教程下熊海虹

1、 Unit 10 Business and Economy Content Starting out Reading Focus Reading More Practical Translation Focused Writing Final Project Task 1 Look at the cartoons carefully and work in pairs to discuss the implied meanings behind them on Page 280. Task 2 F(1) Imagine that the members of your group have d

2、ecided 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 need

3、s 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 Task 2 F(2) Discuss which of the businesses presented you think would be successful. Why? What

4、factors are important in starting a new business? Do you think you would be a successful entrepreneur? (P280) 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 Lenovos two key drivers of growth? 4) What is good news fo

5、r Lenovo? 5) What does it imply by saying that “strategy is less important than the companys Chinese roots”? Watch the video clips and finish the exercises. Marketing Across Cultures Global Understanding 1 Detailed Information2 Critical Thinking3 Language Points4 Vocabulary in Action5 Global Underst

6、anding 1 Introduction 2 Body 3 Conclusion (Paras. 1-2)(Paras. 3-11)(Paras. 12-14) Introduction Supporting Evidence: a. General Motors sold their Nova model badly in Latin America because _. b. Coca Cola didnt achieve its initial success because _ _. Cultural awareness in marketing plays a crucial ro

7、le because there are not only subtleties to every culture but plain taboos as well. Global Understanding “no va” means “it doesnt go” in Spanish the translation of the soft drinks name read “bite the wax tadpole” Body (Paras. 3-11) Global Understanding A. It is important to visit the target market.

8、(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 culture Ja

9、panese retail establishments local housewives had to make purchases on foot Body (Paras. 3-11) Global Understanding B. Various cultural factors have impacts on purchasing behavior. (Paras. 6-8) Two Suggestions: a. Dont make generalizations about the target language. b. _. Combine superstition and la

10、nguage for amplified effect C. There are certain “donts” in advertising. (Paras. 9-10) Supporting evidence: a. In the EU and much of Asia, _ _. b. _ should be taken into account in designing visual advertising. comparisons in advertising are not accepted or allowed Local differences in non-verbal be

11、havior D. It makes sense to pay attention to not only national borders but also _. (Para. 11). regional patterns Conclusion (Paras. 12-14) Global Understanding Each aspect of culture is worthy of our attention, so it is wise to _ _. have someone with local knowledge of the target culture advise you

12、Task 2 Choose the sentence that best expresses the meaning of the sentence from the text. (P289) Key: 1 2 3 4 5 6 7 8 CACDCABC Detailed Information Critical Thinking Reading Focus Step One Work together with your partner to answer the following questions based on the text youve just read. In the pas

13、sage, 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? In the passage, the author mentions that “For an EU campaign, it mig

14、ht 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 FocusCritical Thinking Step Two Discuss in groups the following questions. Reading FocusCritical Thinking In the pass

15、age, the author points out that there are subtleties and nuances to every culture, and there are just plain taboos. Please give some examples about Chinese taboos. According to the author, it is definitely best to have someone with native knowledge of the target culture advise you. Suppose you have

16、been asked to talk about “Doing Business in China” to a group of foreign business people. What tips on doing business in China would you include in your speech? 1. There are subtleties and nuances to every culture, and there are just plain taboos. (Para. 2) 参考译文：参考译文： 每一种文化都有它的微妙和特别之处，同时还有一些忌讳。每一种文化

17、都有它的微妙和特别之处，同时还有一些忌讳。 Here, “plain” is used for emphasis, meaning that there are things you should undoubtedly avoid doing. However, “plain” can have alternative meanings as follows: 1) The document, written in plain English, tells you about your new policy. 2) You dont need any special skills for t

18、his job, just plain common sense. 3) a politician with a reputation for plain speaking 4) The interior of the church was plain and simple. clear and simple Language Point used for emphasis honest and direct not decorated or complicated 2. Our own culture tends to be “invisible” to us, while differen

19、ces we run into when abroad strike as strange, funny or exotic. (Para. 2) Paraphrase： We usually dont notice subtleties and nuances in our culture (maybe because we tend to take them for granted). However, when we are abroad, we will encounter cultural differences, which may impress us as strange, f

20、unny or foreign. Compare: run into; run over; run after; run through e.g. By the time she was fifteen Maria was already _ men twice her age. The driver failed to negotiate a bend and _ a tree. Could we _ Act 3 again, please? The cat was _ and killed by a bus. Language Point running after ran into ru

21、n through run over 3. Prices for the simplest purchases are subject to negotiation. (Para. 3) Compare: be subject to; be subjected to be subject to: “受限于”,“服从于”,“易受” e.g. 1) Trains are subject to delay(s) after the heavy snowfalls. 2) This offer is subject to our final confirmation. be subjected to:

22、“遭受”，“经受” e.g. 1) The suspect was subjected to cross-examination at the police station. 2) On this test, the cars will be subjected to rough treatment deliberately. Language Point 4. The simplest cultural differences can strand the grandest plans. (Para. 4) 参考译文：参考译文： 即使是最普通的文化差异也能使最宏伟的计划泡汤。即使是最普通的文

23、化差异也能使最宏伟的计划泡汤。 Here, “strand” is a verb, metaphorically meaning “make unable to be implemented”. Originally, it means “to leave sb./ sth. in a place from which they have no way of leaving (使搁浅)” e.g. 1) The strike left hundreds of tourists stranded at the airport. 2) The ship was stranded on a sand

24、bank. Language Point 5. The typically American “large, economy-sized” boxes were far too big and bulky for the tiny Japanese retail establishments. (Para. 5) 1) Here, “Large, economy-sized” means “packed in large packages so that the goods cost less than in smaller packages”. Generally, the larger t

25、he quantity, the lower the price per unit of measurement. 2) “Establishments” refer to “organizations, institutions or businesses”. e.g. The hotel is a comfortable and well-run establishment. She is now running a small government research establishment. Language Point 6. Beyond concrete demographics

26、, these attitudes are not as easy to circumscribe and pin down; (Para. 6) “-scribe” is related to “write”. Compare: circumscribe; inscribe; transcribe; ascribe; describe e.g. 1) The interview was recorded and then _. 2) The watch was _ with her name. 3) The police asked me to _ exactly how it happen

27、ed. 4) He _ his failure to bad luck. 5) The Presidents power is _ by Congress and the Supreme Court. transcribed inscribed describe Language Point ascribed circumscribed 7. These beliefs are so prevalent that hospitals in Hong Kong were flooded with near-term pregnant mothers in August 8, 1988 8/8/8

28、8, demanding induced delivery or even Caesarian sections so that their babies would have lucky birthdays. (Para.8) Here, “term” means the end of a womans pregnancy when the birth of her baby is expected (分娩期分娩期). Thus, “near-term” means “approaching the end of her pregnancy (临产期的临产期的)”. “induced del

29、ivery” and “caesarian section” means “人工引人工引 产产” and “剖腹产手术剖腹产手术” respectively. Language Point “delivery” has different meanings in different contexts. e.g. 1) Most Indian restaurants _ (提供免提供免 费送货上门服务费送货上门服务). 2) She had a very easy delivery with her second child. 3) His speeches were magnificently

30、 written but his delivery was hopeless. offer free delivery 顺产顺产 the way to give a speech 8. It can be a big mistake to assume a pan-Asian market or a “Latin American” or “European” buyer. (Para.11) “pan-” is added to the beginning of adjectives and nouns to form other adjectives and nouns that desc

31、ribe something as being connected with all places or people of a particular kind. e.g. a pan-European defence system the Pan-American Games panacea (灵丹妙药灵丹妙药) Language Point 9. Cuisine affects not just companies that trade in foodstuffs, but also appliances, cookware, storage ware, serve ware, packa

32、ging, and franchise food and hospitality companies. (Para. 12) In the sentence, “cookware” refers to articles used for cooking food, “serve ware” refers to articles used for serving food, and “storage ware”, for storing things. “Franchise food and hospitality companies” refers to restaurants and cof

33、fee houses, bars, etc. which are operated but not owned by local managers. “Hospitality companies” refer to coffee houses, tea houses, or bars where people go not to eat food but to socialize with other people. Language Point Task 1 1) When you go to the fair, _ the quacks (江湖医江湖医 生生) selling spurio

34、us medicinal herbs. 2) He found that the food served at the school canteen was nothing but _. Complete the following sentences with an appropriate word or phrase from the box. Change the form if necessary. (P291) beware of unpalatable amplify delineatediscretionaryengrained strandsupplantunpalatable

35、beware of sweep throughpin down Vocabulary in Action 3) Neurological models of language attempt to _ what these steps are and how they interrelate. 4) _ habits from ones own language are difficult to overcome when learning a new language. 5) By advertising widely, a manufacturer can _ the demand for

36、 a product. 6) Some would argue that New York has _ Paris as the center of new culture. delineate Ingrained amplify supplanted Vocabulary in Action amplify delineatediscretionaryengrained strandsupplantunpalatablebeware of sweep throughpin down 7) We know someone has been stealing, but its difficult

37、 to _ who it is. 8) I was given a(n) _ fund to use for emergencies. 9) There I was, _ in Rome with no passport and no money. 10) The hurricanes that _ the Gulf Coast region inflicted significant damage on the technological and power infrastructure. pin down discretionary stranded swept through Vocab

38、ulary in Action amplify delineatediscretionaryengrained strandsupplantunpalatablebeware of sweep throughpin down “Difficult-to-define” and “shoot-from-the-hip” are two compound adjectives, which are formed when two or more adjectives work together to modify the same noun. These terms should be hyphe

39、nated to avoid confusion or ambiguity and are only used before nouns. These adjectives usually appear in spoken English and newspapers. Complete the following sentences by translating the Chinese in brackets into English, using compound adjectives. 1) He had _ (那种乐天派的样那种乐天派的样 子子) that made even his

40、occasional mischievousness delightful. 2) There was _ (一种一种“我不是跟我不是跟 你你 这样说过吗！这样说过吗！”的神情的神情) on his face. that happy-to-be-alive attitude an I-told-you-so air Vocabulary in Action Task 2 3) What he follows is _ (一种为了达到目的可以不择手段的哲学一种为了达到目的可以不择手段的哲学). 4) _ (惊心动魄的时刻惊心动魄的时刻) followed as he narrowly misse

41、d a head-on collision with a green van! 5) The December Copenhagen climate conference has been billed as _ (一个千载难逢的机会一个千载难逢的机会) to sign a deal to combat climate change. 6) As a result, the situation on the Korean Peninsula has now gone beyond the limits of danger and turned into _ (一触即发的局面一触即发的局面).

42、the-end-justifies-the-means philosophy A heart-in-the-mouth moment a now-or-never chance a touch-and-go situation Vocabulary in Action 7) Most companies took _ (观望观望 的态度的态度) toward the new policy. 8) The basketball team is a _ (求求 胜心切的胜心切的) old champion team. 9) The rules will encourage both parties

43、 to be more cooperative and adopt _ (一种开诚布公的方一种开诚布公的方 式式). 10) If _ (朝九晚五的生活方式朝九晚五的生活方式) isnt for you, youre a good candidate for a freelance career. 11) He spoke in _ (一种一种 “你不看看你不看看 谁谁 在讲话在讲话”的傲慢口吻的傲慢口吻). a wait-and-see attitude too-eager-not-to-lose a cards-on-the-table approach a nine-to-five li

44、festyle Vocabulary in Action a look-whos-talking tone 12) This little store is marked by _ (昼昼 夜服务夜服务). 13) The government is proclaiming _ (萝卜加大棒的方法萝卜加大棒的方法) to the problem. 14) Montelongo is a classic example of _ (白手起家的人白手起家的人) who provides inspiration to many people. 15) This is _ (风雨无阻的野餐风雨无阻的野

45、餐) since we can move indoors if necessary. around-the-clock service a carrot-and-stick approach a rags-to-riches man a rain-or-shine picnic Vocabulary in Action Task 3 Fill in each of the blanks with an appropriate word from the box. Change the form if necessary. (P292) Key 1- 2- 3- 4- 5- 6- 7- 8- 9

46、- 10- exquisitesoothe equivalent literally effectivehavoc postednotify clumsy autonomously Vocabulary in Action Warren Buffett - The Sages Story Text Exploration Critical Thinking Language Points Vocabulary in Action 1 2 3 4 Work in groups to decide whether the following statements are true or false

47、 according to the passage. (P302) Key: 1 2 3 4 5 6 7 8 9 10 FFT FTT TT FF Text Exploration Critical Thinking Step One Work together with your partner to answer the following questions based on the text youve just read. Reading MoreCritical Thinking FIn the passage, Buffett is described as a person w

48、ho feels “discomfort with technology”, and “His methods of investing and strategizing were extremely out of fashion and against the grain in the dot-com explosion of the late 1990s”. We can infer from this that Buffet does not have much belief in modern technology and the Internet. Does Buffetts ide

49、as strike a chord with you? Would you follow his example to achieve success in the future? FWhat, as you may have concluded from the passage, has contributed to Buffetts success? Step Two Discuss in groups the following questions. Reading MoreCritical Thinking FIt appears that Warren Buffett can alw

50、ays make a sensible choice when there is one. What do you think weighs most in making such choices? FWarren Buffett won awe-inspiring success by “eschewing the trendy and faddish in stock investment”, but in many cases we find it much easier to achieve what we have aimed at by following the fashion

51、in the same field, rather than taking a road less traveled. What would you choose to do: go with or against the fashion? Use examples to support your points. 1. Worth about $30 billion, Buffett is one of the worlds richest men, second in the United States only to Gates, and one of the very few of hi

52、s class to attain such fortune solely on the strength of stock investments. (Para. 1) be second only to: used to emphasize that something is nearly the largest, most important etc.) e.g. The euro will have a circulation second only to that of the dollar. The spreadsheet application is second only to

53、 word processing in terms of popularity. Language Point 2. The chairman of Omaha, Nebraska-based Berkshire Hathaway, Buffett has been known to refer to his annual stockholders meeting as a “Woodstock weekend for capitalists.” (Para. 1) “-based” combines with nouns referring to places to mean somethi

54、ng positioned or existing mainly in the place mentioned, or operating or organized from that place. e.g. a Washington-based organization; a London-based firm of accountants “Woodstock” originally refers to a music festival, held over three days in 1969 near the town of Woodstock in New York State, w

55、here about 500,000 young people went to see rock, pop, and folk singers and bands, such as Janis Joplin, Jimi Hendrix, Jefferson Airplane, and The Who. Here “Woodstock Weekend for Capitalists” refers to Buffetts annual shareholders meeting held in Omaha every spring. Language Point 3. If one investe

56、d just $10,000 into Berkshire Hathaway in 1965, when Buffett first assumed control, by the end of the century one would have turned that initial investment into $50 million. (Para. 2) assume: 1) If one assumes control or responsibility etc., he starts to have control, responsibility etc. or a partic

57、ular position or job. e.g.将由Jim担任总经理这一职务。 Jim Paton will assume the role of managing director. 2) to start to have a particular quality or appearance; to take on e.g. 在危机关头，这些关系显得尤为重要。 These relationships assume great importance in times of crisis. 3) to be based on the idea that something else is c

58、orrect e.g. Coens economic forecast assumes a 3.5% growth rate. 4) to presume Language Point 4. By way of comparison, if the same investor had sunk that $10,000 into the Standard talk with too much pride e.g. He openly boasted of his talents. Language Point 9. Born in Omaha in 1933, Warren Edward Bu

59、ffett showed a very early affinity for remembering and calculating numbers. (Para. 5) If you have an affinity for/with sb. or sth., you have a strong feeling that you like and understand someone or something. e.g. Sam was born in the country and had a deep affinity with nature. Humans have a special

60、 affinity for dolphins. “affinity” can also mean “a close relationship between two things because of qualities or features that they share”. e.g. There is a close affinity between these two species. Language Point 10. Instead of picking up nearly lifeless companies cheaply, Buffett began to experime