大学体验英语视听说教程四B4U4

大学体验英语视听说教程第四册高等教育出版社华中科技大学UNIT4SecretstoWintheChineseMarket

Comingtogetherisabeginning,stayingtogetherisprogress,andworkingtogetherissuccess.HenryFordBackgroundInformationUnitOverviewLesson1Lesson2SupplementaryReadingAgendaHomelistening

WiththerapidgrowthoftheChineseeconomyandmorefrequentexchangebetweenChinaandtheoutsideworldineveryaspectoflife,moreandmoreforeigncompaniesshowtheirinterestsinChinesemarket,takeactionstoinvestinChina,andcarryoutcomprehensivestrategiestowinChinesecustomers.Thisunittacklesnotonlythetheoreticaldiscussionbutalsothecasestudyofforeigncompanies’businessactivitiesinChina.Studentsareprovidedwithplentyofopportunitiestoread,listen,discussandinvestigateonthistopic.UnitOverviewBackground

Information

SamGoodman’snewbookWhereEastEatsWesthasalreadybeencausingastirintheWest.AlreadypartoftheMBAcurriculumforBostonCollegeandUniversityofTexas,thisbookisanaccessible,easytoreadguidetodoingbusinessinChina.Unlikemanyotherbooksofthesamenature,Goodmanwritesinafun,easy-to-digeststylethatmakesitpopularamongstpeoplefromallwalksoflife.DrawingfromhisfirsthandexperienceinChina,thebookisanunparalleledguidethatoffersarefreshingtonetowhatcanbeafrustratingtopic.EntrepreneursenroutetoChinaarehungryformanythings–newexperiences,challenges,accomplishmentsand,ofcourse,money.Butinfartoomanycases,thesenewbieslearntoolatethatChina—wherebusinessiskingandeveryoneislookingoutforNo.1—eatsyoungentrepreneursforbreakfast.Forthosewishingtoavoidbeingcaughtinthegrindingeconomicjawsofthemotherland,SamGoodman’sbookisanessentialread.

Mr.Goodman’sbestnuggetsofwisdomontheparticularlyuniqueaspectstodoingbusinessinChinaarehisexplanationsoftheimportanceof“givingface”inChineseandAsianculture.Healsopointsouttheimportanceof“guanxi”orconnectionswithimportantpeoplewhoonecanturntoforhelp.However,itisrefreshingtoseethatguanxiisnotoverlyemphasized,astheconceptoftenisinWesternbooksonChina,asMr.Goodmanstates:“Bytheway,IdoubtthereisanymorecorruptioninChinathanthereisanywhereelse.It’sjustmore‘accessible’heretoordinaryfolkslikeyouorme.”Mr.GoodmanalsostatessomethingthatmanyAmericansshouldtaketoheart:“Agoodcontractisagood…beginning!”Onewantstohammeroutagoodcontract,butthereisalotmoretobusinessthanwhatisinsidethefourcorners,andagoodbusinessmanhastobeawareofthis.Mr.Goodman’spersonalexperienceasanentrepreneurstartingupachainofsandwichshopsinBeijingisagoodnarrativeandinterestingforentrepreneursnavigatingthroughbusinessinChina.

LessonOneLead-inAudiostudioVideostudioSpeakingworkshopProjectbulletinLead-inTask1Task2Task3Task1

DescribingthePictureDescribethepicturefirstandthendiscusswhyPizzaHutissuccessfulinChina.Doyoulikewesternfood?Haveyoueverbeentoanyforeignrestaurants?Shareyourexperiencewithyourgroupmembers.WhatmakesthoserestaurantsdifferentfromtheirChinesecounterparts?Task2ReflectingontheReading

1.WhyisbrevityoneofthestrengthsofMr.Goodman’sbook?ReadthroughtheSupplementaryReadingpassageonpage134,andanswerthefollowingquestions.Answer:PeoplewhohaveneverdonebusinessinaforeigncountrybeforeandseektostartoneinChina.Answer:BecausemostpeoplewantingtolearntheinsandoutsofdoingbusinessinChinaneitherwanttonorhavethetimetoreadanencyclopediaonthesubject.2.WhowouldprobablymostbenefitfromMr.Goodman’sbook?3.DidMr.GoodmanaccumulateenoughexperienceofdoingbusinessbeforehecametoChina?Answer:No,never.HestartedhisbusinessofachainofcafeswhilehestudiedinBLCU.4.DoesMr.Goodman’sbookmentionhowtodealwithinterpersonalrelationshipwhendoingbusinessinChina?Answer:Yes.Hewritesonhowtoavoidoffendingone’snewfriendsandcolleagues,andhealsotackleshowtobreakdownthebasicsof“face”,“guanxi”,etc.inChina.5.DidMr.Goodman’sbookenjoygreatpopularityintheU.S.?Answer:Yes.HisbookisnowpartoftheMBAcurriculuminbusinessschoolsatseveralU.S.collegesanduniversities.Task3ExpandingYourVocabularyA.tomakepeopleconfusedbecausetheydonotunderstandsth.B.extremelyimportantC.very;verymuchD.connectedwithacorporationE.apersonwhohelpsandsupportssb.whoisinadifficultsituationF.oneofseverallevelsinanorganizationorasystemReadthroughthewordsintheleft-handcolumn,andmatcheachofthemwiththeappropriatemeaningintheright-handcolumn.1.enormously2.ally3.mystify4.tier5.corporate6.criticalAudioStudioWordBank1.embassy大使馆2.peer身份（或地位）相同的人Task1Task2AudioTask1IdentifyingtheGist

1.WhydomoreandmorewesterncompanieswanttodobusinessinChina?A)ItiseasiertodobusinessinChinathaninotherpartsoftheworld.B)China’seconomygrowsveryfastandChinaprovidesgreatopportunities.C)Chinesepeopleareingreatneedofelectronicgoods.2.WhichtipisNOTgivenintheaudioclip?A)Tobuildarelationshipafteryoudobusiness.B)TofindareliableChineseallytoworkwithyou.C)Nevercriticizeorinsultsomeoneinfrontofothers.Listentotheaudioclip,andchoosetherightanswerstothequestions.AudioTask2CheckingtheFactsWhatisthepercentageoftheworld’selectronicgoodsmadeinChina?Answer:Eightypercent.WhogivesthesetipsforawesternertodobusinessinChina?Answer:TheBritishEmbassyinBeijing.3.Whatcanyourbusinesspartnergain,ifyoupraisehimorherbysayinggoodthingsaboutthem?Listentotheaudioclipagainandanswerthefollowingquestions.ScriptAnswer:Theygainface.

Chinahaschanged_________overthelast20years.Its______hasbeengrowingat____ayear.Today,___oftheworld’s_______goodsaremadeinChina.Asaresult,moreandmorewesterncompanieswanttodobusinessinChina.Buthoweasyisitforawesternertodobusinessthere?Herearesome___fromtheBritishEmbassyinBeijing.Buildrelationships.Inthewest,it’s______todobusinessfirst,andthenseeifarelationshipispossible.InChina,it’sthe_______.Youneedtobuildarelationshipbeforeyoucandobusiness.Thisleadstotheideaof‘guanxi’.Guanximeansusing_______________andrelationshipstodobusiness,andwesternersneedtounderstandhowrealandstrongthisisinChina.Itcanalsobeusefultofinda_______Chineseallytoworkwithyou.Heorshewillbeabletohelpwithlanguageor________problemsandwillalsobeabletounderstandChinesebodylanguage.Youmustremembertorespect‘face’.‘Face’meanshaving_________withyourpeers.‘Face’canbe__________.Never_______or_____someoneinfrontofothers,aslosingfacewillmakeitimpossibleto_________.Ontheotherhand,ifyoupraisesomeonebysayinggoodthingsabouthimorher,thenheorshewillgainface,butbecarefulnottodoittoomuch.Allthese_________ofthetradecanhelpyoutoplaythegameanddobusinesssuccessfullyinChina.Beprepared,andbe_______ifyouwanttobeawinnerinChina.Chinahaschangedenormouslyoverthelast20years.Itseconomyhasbeengrowingat10%ayear.Today,80%oftheworld’selectronicgoodsaremadeinChina.Asaresult,moreandmorewesterncompanieswanttodobusinessinChina.Buthoweasyisitforawesternertodobusinessthere?HerearesometipsfromtheBritishEmbassyinBeijing.Buildrelationships.Inthewest,it’susualtodobusinessfirst,andthenseeifarelationshipispossible.InChina,it’stheopposite.Youneedtobuildarelationshipbeforeyoucandobusiness.Thisleadstotheideaof‘guanxi’.Guanximeansusingpersonalcontactsandrelationshipstodobusiness,andwesternersneedtounderstandhowrealandstrongthisisinChina.ItcanalsobeusefultofindareliableChineseallytoworkwithyou.HeorshewillbeabletohelpwithlanguageorculturalproblemsandwillalsobeabletounderstandChinesebodylanguage.Youmustremembertorespect‘face’.‘Face’meanshavinghighstatuswithyourpeers.‘Face’canbelost,givenorearned.Nevercriticizeorinsultsomeoneinfrontofothers,aslosingfacewillmakeitimpossibletomakeadeal.Ontheotherhand,ifyoupraisesomeonebysayinggoodthingsabouthimorher,thenheorshewillgainface,butbecarefulnottodoittoomuch.AllthesetricksofthetradecanhelpyoutoplaythegameanddobusinesssuccessfullyinChina.Beprepared,andbepatientifyouwanttobeawinnerinChina.ScriptVideoStudioWordBankrookie新手trench战壕3.nuance细微差别4.setting环境、背景5.utilitybelt工具腰带6.venture敢于去（危险或令人不快的地方）7.severely严重地Task1Task2Task3VideoTask1Matching&Predicting

1.SowhatIwantedtodoissortof___________alltheChinarookiemistakesthatpeoplemake.2.Guanxiisreally__________________yournetworkoryouconnections.3.There’sgonnatobedifferences______________whetheritisinthenorthorinthesouth,orinthewest,orintheeast.4.Ifyouaredoingbusinessfromacorporatesetting,alotofthepeople______________beinthesefirsttiercities.5.Thewayofdoingbusinessfromacorporatesettinginthefirsttiercityisgoingtobevery______________whatyouaregonnaseeontheinternationalstage.Completethefollowingstatementswiththephrasesgivenbelow.Predictwhatwillbetalkedaboutinthevideo.Termsofsimilartolayouttendtonothingmorethan

layoutnothingmorethantendtointermsofsimilartoVideoTask2BridgingtheGapWatchthispartofthevideoclipandcompletethenotes.AlotofpeoplelookatChinaas_______________________________.Whydoyousay“don’tlookatChinaasonemarket”?Firsttiercitiesarewhatpeopleusedtocall__________________________________________________________.However,themostchallengingaspectandthereforethemostopportunitieslieinthesecondandthirdtiercities.Chinaisahugemarket.ButifyouaregoingtobetargetingyourmarketinShanghai,it’sgoingtobeverydifferentthan_____________________________________________.Couldyousaymoreaboutfirsttiercitiesandsecondtiercities,and_____________________?Howimportantis________________forawesternerwhowantstostartbusinessinthewildwildwestofChina?

IfyouaregoingtobeaCEOcomingintoasecondorthirdtiercity,thenitwouldnotbenecessarytohavethelanguage.Butifyouare_________________________________________________,nothavingthelanguagewillcertainlymakethewholethingalotmorechallenging.

ahugemarketwith1.3billionpeopleifyouaregoingtobeinasecondoreveninathirdtiercitythecorporatelifetherethemostcosmopolitan,themostadvanced,andthemostinternationalmandarin

Chineseasmallentrepreneur,buildingeverythingfromthegroundupVideoTask3CheckingYourComprehensionWatchthevideoclip.Identifytheincorrectinformationinthefollowingstatements,andmakecorrectionswherenecessary

1.WhereEastEatsWestisforthepersonwhospendsmostofhistimeintheboardroom.Correction:Itisforthepersonwhoisonthegroundandinthetrenches.

2.ForalotofforeignerscomingtoChina,theyoverestimatetheconceptlike“face”orguanxi.Correction:Theyunderestimatetheconceptlike“face”orguanxi.3.Chinesemarketisonlydiversifiedintermsofthreetiers.Correction:Itisalsodiversifiedintermsofitsgeographiclocation.4.NoforeigncompanieseverventureintothethirdtiercitiesofChina.Correction:SomecompaniesareventuringintothethirdtiercitiesofChina.5.SamGoodmanbelievesitiscriticalforforeignentrepreneurstospeakMandariniftheydobusinessinChina.Correction:Hethinksitdepends.ScriptScript

SamGoodman:Byfar,themostcommonisnotdoingyourhomework,which,ofcourse,isthewholereasonwhyIwroteWhereEastEatsWest.Because,youknow,it’snot,becauseit’snotChinabooksoutthere.Butit’snotsomuchthatpeople,everyonecanstartwithmillionsofdollarsorhugecorporationbehindthem.AndsowhatIwantedtodoissortoflayoutalltheChinarookiemistakesthatpeoplemake.Imean,that’s,youknow,thatwasthewholepurposeofitallwithinchapters,youknow,underthreepageslong.Youknow,really,WhereEastEatsWestisforthepersonwhoisonthegroundandinthetrenches,notsomuchintheboardroom.Imean,specifically,Iguessyouwouldsaythatalotoftheforeignerscomehere,andtheyover-mystifyconceptslike“face”orguanxi.Guanxiisreallynothingmorethanyournetworkoryourconnections.Butontheothersideofthethings,it’sreallyunderestimatingexactlyhowimportantbothfaceandguanxiaretodoingbusinessinChina.

Script

CNN’sPaulineChiou:AlotofpeoplelookatChinaasahugemarketwith1.3billionpeoplethere.Butinyourbook,youactuallysaydon’tlookatChinaasonemarket.Whatdoyoumeanbythat?Sam:Well,again,likeyousaid,Chinaisahugemarket.Geographicallyspeaking,it’sbiggerthanEurope.Somostpeoplewouldnotthinkofgoing,thisismyEuropestrategy,inordertocomein,andwe’regoingtojustsucceedinthisway.YougottounderstandthatChina,again,asavastcountryhasitsownnuances.SoifyouaregoingtobetargetingyourmarketinShanghai,it’sgoingtobeverydifferentthanifyouaregoingtobeinasecondoreveninathirdtiercity.Andofcourse,there’sgonnatobedifferencesintermsofwhetheritisinthenorthorinthesouth,orinthewest,orintheeast,oragain,inthefirsttier,secondtiercities,which,ifyoudon’tknowthedifferencesbetweenthefirstandsecondtiercities,youneedtodosomemorehomeworktounderstandthat.Pauline:Tellusalittlebitmoreaboutfirsttiercitiesandsecondtiercities,whataretheyandwhatiscorporatelifelikeinthosedifferenttiers.

Script

Sam:Okay,that’sabigquestion.Let’ssee.Firsttiercitieswouldbe,Iguess,whatyouusedtocallthemostcosmopolitan,themostadvancedifyouwill,themostinternational.Beijing,Shanghai,Guangzhouareconsideredfirsttiercities.Thosearetheoneswhereyou’llseethemostnumberofwesternbrands.Andofcourse,inthatsense,ifyouareasmallentrepreneur,that’swhereyouaregonnafindthemostamountofcompetition.Soifyouaredoingbusinessfromacorporatesetting,alotofthepeopletendtobeinthesefirsttiercities.Andofcourse,nowtheyareexpandingintothesecondtiercities,andsomeofthemareevenventuringintothethirdtiercities.Ipersonallythinkthatthemostchallengingaspectandthereforethemostopportunitiesaregoingtobeinyoursecondandthirdtiercities.AndyouneedtounderstandasawesternercomingtoChina,thatthewayofdoingbusinessfromacorporatesettinginthefirsttiercityisgoingtobeverysimilartowhatyouaregonnaseeontheinternationalstage.Butassoonasyoustepoutofthecorporatesettingandgointoasecondorthirdtiercity,that’swhereitbecomesmuchmorethewildwildwestintheEast.Pauline:AndifyouareinthatwildwildwestoftheEast,howseverelydisadvantagedareyouifyoudonotspeakMandarinChinese?Youyourselfarefluent,soIimaginethat’sveryhelpful.Butifyouareawesternerwantingtogointothatsecondorthirdtiercity,doyoureallyneedtolearnMandarinChinese?Sam:Well,IguessthebestwayIcanexplainthisiswhenyou’rethinkingofalanguage,it’sreallyatooltocommunicate.Andthemoretoolsthatyouhavethatyoucanuseinyourutilitybelt,themorechanceyouhaveofactuallysucceeding.Isitcritical?That’sdifficulttosay.IfyouaregoingtobeaCEOcomingintoasecondorthirdtiercity,thenIwouldhavetosayit’snotnecessarytohavethelanguage.Butifyouareasmallentrepreneur,youaregonnabebuildingeverythingfromthegroundup,nothavingalanguageiscertainlygonnamakeitalotmorechallenging.ScriptSpeakingWorkshopExpressions&StructurestoUermsof6.tendto7.besimilarto8.beunawareof9.build…into…10.incheck11.seeeyetoeye(withsb.)12.breakdown13.stickto14.wearsb.down15.bleedsb.dryTask1Task2SpeakingTask1SummarizingDiscusswithyourpeersandcompletethefollowingtipswiththeinformationyouhavelearnedintheaudioandvideoclips.Thenprepareanoralpresentationwiththehelpofthetips.Tips:✐

Withtherapidgrowthofitseconomy,China...✐Butitisnotaneasyjob…✐TheBritishEmbassyinBeijingsummarizes...✐SamGoodman,abusinessmanwhooncestudiedandownedhisbusinessinChina,…✐HisbookWhereEastEatsWestlaysout…✐Alsointhebook,hepointsout…✐Meanwhile,Samstressestheimportanceof…SpeakingTask1SummarizingSummary:Withtherapidgrowthofitseconomy,Chinahasattractedmoreandmorewesterncompanies.Butitisnotaneasyjobforthesewesternerstomakeabigsuccess.TheBritishEmbassyinBeijingsummarizesacoupleoftips,suchastobuildrelationships,tofindareliableChineseally,torespect“face”,etc.SamGoodman,abusinessmanwhooncestudiedinaChineseuniversityandownedhisbusinessinChina,alsoshowedhisinsightsonthisissue.HisbookWhereEastEatsWestlaysoutallthecommonmistakesthatpeoplemake.Alsointhebook,hepointsoutthatChinashouldnotbelookedatasonesinglemarket.Instead,SamclassifiesChinesecitiesintothreetiersandanalyzestheirperspectivethreatsandopportunities.Meanwhile,SamstressestheimportanceofmasteringMandarinChineseforsmallentrepreneurstostarttheirbusiness.SpeakingTask2SolvingtheProblemWorkwithyourpeers

onthesituationbelowandtrytocomeupwithasolutiontotheproblemdescribed.Youareexpectedtoshareyourideasandjustifyyourselfinthisprocess.Useasmanyphrasesfromthe“Expressions&StructurestoUse”boxaspossible.Situation1.Workingroupsoffour.OneactsasamanagerinoneKFCrestaurant,andthreegroupmembersactasafamilywhocomestotherestauranttocelebratetheirson’s/daughter’s10thbirthday.Themanagertriestofindoutwhethertheyaresatisfiedwiththefoodandservicetheyhave.Thefamilymemberswouldgivetheirowncomments,suggestionsorcomplaints.2.Youhave15minutestodiscusswithinyourowngroup.3.Severalgroupswillbeselectedtopresenttheirroleplays.Therestoftheclasswillvoteforthebestperformance.SpeakingTask2SolvingtheProblemAlternativeSituation1.Workingroupsoffive.SupposeyourgroupmembersweretheemployeesintheSalesDepartmentofNike.Workoutaplanofsalespromotioncampaigninmajoruniversitiesofyourarea.2.Allowthegroups15minutestoproducetheirplans.3.Selecttwogroupstopresenttheirplans.Therestoftheclasswillvotefortheonetheyconsiderthebest.Workonthefollowingreal-lifeprojectwithyourgroupmembersandpresentyourreportinthenextclass.Real-LifeProjectWorkinagroupofsixtoeight.Youandyourgroupmembersaregoingtowriteareporttoyourlocalnewspaperon“thePublicPreferencetoForeignBrands”.Youplantocarryoutaninvestigationinyourarea.Youwillrandomlychoosepeopletointerviewandaskthemtogivefiveforeignbrandstheylikemostandfivetheydislikemost.Summarizeandanalyzethedatayoucollect,trytofindoutthereasonsbehindpeople’spreferences,thenpresentareportonit.ProjectBulletinLessonTwoLead-inAudioStudioVideoStudioSpeakingWorkshopTeamworkShowLead-inTask1Task2Task1BrainstormingPleasecomparethecateringculture,i.e.thecultureoffoodanddrink,ofChinaandtheU.S..Shareyouropinionswithyourpeers.ChineseCateringCultureAmericanCateringCultureTask2ExpandingYourVocabularyReadthroughthewordsintheleft-handcolumn,andmatcheachofthemwiththeappropriatemeaningintheright-handcolumn.

1.displayA.thehistory,traditionsandqualitiesthatacountryorsocietyhashadformanyyearsandthatareconsideredanimportantpartofitscharacter2.offeringB.lackingrespectforsb./sth.3.disrespectfulC.totrytopreventsth.,esp.bymakingitdifficulttodo4.heritageD.sth.thatisproducedforotherpeopletouse,watch,enjoy,etc5.inconsistentE.toputsth.inaplacewherepeoplecanseeiteasily6.discourageF.notmatchingasetofstandards,ideas,etc.AudioStudioWordBank1.fillet剔去（鱼、肉的）骨头；把（鱼、肉）切成片

2.accustomed习惯于3.Taipei台北4.Kaohsiung高雄Task1Task2AudioTask1IdentifyingtheGist

1.Whatisthisaudioclipmainlyabout?A)Howfishispackedindifferentpartsoftheworld.B)HowCarrefoursellsfishinChina.C)WhyfrozenfishisimportantinChina.2.Byfollowingwhichcity/citiesdoesCarrefourdecidetoadoptthefresh-marketstyle?A)SanFrancisco.B)Paris.C)TaipeiandKaohsiung.Listentotheaudioclip,andchoosetherightanswerstothequestions.3.WhatkindoffishissoldinSanFrancisco?A.Livefish.B.Frozenfish.C.Filletedfish.D.Freshbutdeadfishonice.4.WhatkindoffishissoldinParis?A.Livefish.B.Frozenfish.C.Filletedfish.D.Freshbutdeadfishonice.5.WhatkindoffishissoldinTaiwan?A.Livefish.B.Frozenfish.C.Filletedfish.D.Freshbutdeadfishonice.AudioTask2CheckingtheFactsListentotheaudioclipagainandfillintheblanksaccordingtowhatyouhaveheard.Repeatthesentencesafteryouhavecompletedthem.

Script1.WhenIaminSanFranciscoandIvisitastore,____________________________.2.WhenweenteredTaiwan,wewenttothefreshmarketsinTaipeiandKaohsiungtoseewhatkindofproductstheyhad,how____________________,andhow______________________________.3.Now,onthemainland,__________________________whentheyenteraCarrefourstoreisfreshproducts.4.Whencustomersareinthefresharea,they_________________________________________.

5.Sowechangedourproductofferingandwesaw

_________________________

infishsalesthroughoutChina.theywereandpackeddisplayedcustomersboughtthoseproductsthefirstimagecustomersgetrecognizethefreshmarkettheyareaccustomedtoa30to40percentincreasethefishisfilletedScriptTheQuarterly(Magazine):HowhasCarrefourhadtoadapttoChinesetastes?Jean-LucChereau(PresidentofCarrefourChina):Taketheexampleoffish.WhenIaminSanFranciscoandIvisitastore,thefishisfilletedandpacked;it’sdead.WhenIaminFrance,thefishisdeadbutit’swhole;it’sonice.Icanseeitseyesandseeifit’sfreshornot.Eachplacehasitsownwayofsellingfish.IfyouareinChina,youhavetwowaysofsellingfish.Thefirstistodisplaylivefish.WhenweenteredTaiwan,wewenttothefreshmarketsinTaipeiandKaohsiungtoseewhatkindofproductstheyhad,howtheyweredisplayed,andhowcustomersboughtthoseproducts.Carrefourdecidedtoadoptthisfresh-marketstyleandtodisplaythesameproductsatlowerpricesinabetter,cleanerenvironment.Andwewerevery,verysuccessful.Now,onthemainland,thefirstimagecustomersgetwhentheyenteraCarrefourstoreisfreshproducts.Whencustomersareinthefresharea,theyrecognizethefreshmarketthey’reaccustomedto.AndnowmostofourcompetitorsarefollowingCarrefourinthisway.Script

Butthereisanothermethodweneglectedwhenwemovedawayfromthecoast:frozenfish.WhywouldfrozenfishbeimportantinChina?BecausethedistancebetweentheareawheretheyhavefreshfishandthestoresinmiddleandwesternChinaissovastthatcustomersaremoreconfidentoffrozenfishthanofunfrozendeadfish,eveniffresh.Sowechangedourproductofferingandwesawa30to40percentincreaseinfishsalesthroughoutChina.VideoStudioWordBank1.blogger写博客的人2.dilute削弱、降低3.integrity完整、完好4.premium高昂的；优质的5.significantly显著地6.displace替代7.complementary互补的8.rack架子9.entrepreneurship企业家精神10.entitlement有权得到的东西Task1Task2Task3VideoTask1Matching&Predicting1.Wedon’twanttodoanythingthatwould__________________

howpeoplewouldviewanoutsider.2.IwastalkingaboutcomingtoChina,and_________________theheritagehere.3.Iwouldsayit’sapremiumproductandapremiumprice,_______________whatitiswedelivertotheconsumer.4.Andhaveyoueverthoughtof_______ateachain____yourbusiness?Starbuckstea.5.Afewyearsback,Ihadthebrilliantideathatweshouldpublishourownmagazine,and,youknow,_________itlookedlikeagreatopportunity.Completethefollowingstatementswiththephrasesgivenbelow.Predictwhatwillbetalkedaboutinthevideo.Thencheckyouranswersafterwatchingthevideoclip.addtobaseonbeinconsistentwithonpaperberespectfulof

beinconsistentwithbeingrespectfulofbasedonaddingtoonpaperWatchthispartofthevideoclipandcompletethenotes.

VideoTask2BridgingtheGap 1.TorespecttheChinesecultureWedonotwanttodoanythingthatwoulddilute______________________________________________..LocalizationStrategiesofStarbucksinChinatheintegrityofheritageandcultureoftheChinesepeople2.PremiumpriceforpremiumproductThepriceofcoffeewebuyis______________________________________________.AndPeoplereallydofeelthere’sgoodvaluefortheexperienceintheStarbucksstore.significantlyhigherthanmostpeopleincoffeebusiness3.NottodisplaceteaStarbucksisnotcomingtoChinato______________________________,butto___________________________________.displacethelovepeoplehaveforteacreatea