创新高职英语 基础教程 综合课件U8

目录

ContentWarm-upPage17201.02.Reading18303.04.LanguagePractice18605.Listening18806.Speaking19007.Writing193Mini-PediaofChineseCulturePage194WARM-UPPage172Warm-up1Listedbelowaresomefieldsofbusiness.Pleasematcheachtypeofbusinesswithitspicture.Whichfieldareyouinterestedin?h.garmentd.hotele.fitnesscentreg.ITi.restauranta.retailingc.greenfoodplantingb.animalhusbandryf.animationindustrySample:Iwillchoosethegarment-makingindustrybecausemymajorisfashiondesign,andI’mdreamingofsettingupmyownbrandforwomen’sclothes.Warm-up2

Thereareplentyofreasonswhybusinessesmightfailandwhytheymightsucceed.Trytosortoutthefactorsgiveninthefollowingtableintotwogroups—leadingtosuccessandfailure:PooraccountingLackofexperienceClearplanningOverpricingaproductCashflowAccesstofinanceLackofdemandKnowingyourcustomersTakinglotsofrisksUnderpricingaproductHavingclearobjectivesOfferinggoodqualitySuccessClearplanningCashflowAccesstofinanceKnowingyourcustomersHavingclearobjectivesOfferinggoodqualityFailurePooraccountingLackofexperienceOverpricingaproductLackofdemandTakinglotsofrisksUnderpricingaproductreadingPage173-181WhatIsaStart-upCompany?Astart-upisabusinessthat’sstillinitsinitialstagesofoperation,somethingthathasjustopenedorstarted.Thesecompaniesareorganisedtoprovideaneedorsolveaproblemthathasneverbeenaddressedbefore.Althoughtheyusuallystartwithminimalfundingandasmallteam,theycanscaleorgrowbigveryquickly.Theyaredesignedtoofferaproductoraservicetoaverylargemarketbyusingtechnologytotraversetimeandspace.Thismeanstheirmarketsarenotlimitedbyacertainlocationortimezoneonly,andtheycouldbesellingproductstopeopleinShanghaiaswellasinLondonwhomaybeindifferenttimezones.Thisallowsthemtogrowfastanddoubleoreventripletheirrevenueinashortperiod.Ontheirwaytosurviveandgrow,theyneedtotakeintoconsiderationthefollowingfouraspects.FundingStart-upscangetfundinginitiallyfromfriendsandfamily,buttheycanalsogetfundingfrominvestorsorventurecapitalfirms.Unlikeabankprovidingaloanoragrant,venturecapitalists(VC)canbemoreinvolvedinthestart-up’soperations.Theycanmonitorthebusinessandgiveadvice.Andforanewcompanythat’sjuststarting,havingguidanceandsupervisionfromexpertsorthosemoreexperiencedinrunningabusinessiscrucial.BusinessModelAsidefromfunding,start-upsalsoneedabusinessmodelorabusinessplan.Abusinessplandefinesacompany’smissionorvision,whattheyplantoachieve,andwhichneedstheyplantoaddress.Itcanalsolistspecificgoalswithstrategiesthecompanycandotoreachthem.Inaddition,start-upsalsoneedmarketresearchtofindoutifthere’samarketfortheproductorservicetheyplantoofferandwhothesecustomersare.TextABeforereading:Searchonlinetogetsomeideasonthestepsorguidelineforstartupbusiness.MarketingStrategyAmarketingstrategyhelpsstart-upsreachcustomersfasterbylettingthemknowaboutthecompanyandwhatthecompanycanoffer.Theycanreachouttocustomersviaemail(emailmarketing),orbycreatingsocialmediapageswheretheycanpostinformationaboutservicesandpromos.LocationAnotherimportantthingstart-upsneedtoconsideristhelocationoftheiroffice.Thiswilldependlargelyonthetypeofproductorservicetheywanttooffer.Somestart-upsthatproducegadgets,forexample,oftenneedaphysical7storewherecustomerscandropbyandtesttheproduct.Othersthatofferservicesonlyremainonline.Thelatterismorecost-effectivebecauseit’scheapertomaintainawebsiteandonlinepresencethantorentaphysicalspace.Thoughlaunchingastart-upcompanyisnoteasy,aslongastheyareequippedwiththeappropriatefunding,businessmodelandmarketingstrategyinthelocationthatfit,theycanscaleorgrowbigveryquickly.Notesventurecapitalfirms风险投资公司venturecapitalists风险投资家socialmediapages社交媒体网页

address/əˈdres/vt.应付；处理minimal/ˈmɪnɪml/adj.极小的；极少的scale/skeɪl/vt.攀登traverse/trəˈvɜːs/vt.穿越；穿过triple/ˈtrɪpl/adj.三部分的；发生三次的revenue/ˈrevənjuː/n.（政府的）税收；岁入；（公司的）收益initially/ɪˈnɪʃəli/adv.最初；一开始grant/ɡrɑːnt/n.（尤指政府为特殊目的给予个人或组织的）拨款；补助金supervision/ˌsuːpəˈvɪʒn/n.监督；管理；指导crucial/ˈkruːʃl/adj.至关重要的；关键的；决定性的

define/dɪˈfaɪn/vt.给（尤指单词）下定义；解释；界定；限定mission/ˈmɪʃn/n.（尤指军事）任务；使命；天职specific/spəˈsɪfɪk/adj.特定的；明确的；具体的via/ˈvaɪə/prep.经由；通过promo/ˈprəʊməʊ/n.广告片；广告宣传gadget/ˈɡædʒɪt/n.小器具；小装置；小玩意儿later/ˈlæt.ər/adj.后半程的；靠后的；末尾的launch/lɔːntʃ/n.启动仪式；发布会；下水（船首次出航）；发射（火箭首次升空）GlossaryPhrases&Expressionstakeintoconsideration顾及；考虑到……asidefrom除……以外reachout伸出dropby顺便拜访physicalspace实体空间cost-effective划算的；成本效益好的beequippedwith装备；具有◆(Para.1)Astart-upisabusinessthat’sstillinitsinitialstagesofoperation...start-up:n.theactionorprocessofsettingsomethinginmotion[运用]start-upofsomething启动……过程中e.g.Thecompanydecidedtodothestart-upofmarketinginEuropeforitsnewproduct.[拓展]startup发动e.g.Hewaiteduntiltheywentinsidethehuildingbeforestartingupthecaranddrivingoff.◆(Para.2)Althoughtheyusuallystartwithminimalfundingandasmallteam...minimal:adj.verysmallinsizeoramount;assmallaspossible[运用]minimalart极简抽象艺术minimalvalue最小值e.g.Theworkwascarriedoutatminimalcost.[拓展]maximal(adj.)最大的；最高的e.g.

Duringdevelopment,maximalsecurityitnotproductive.LANGUAGEPOINTS–TEXTA◆(Para.3)Start-upscangetfundinginitiallyfromfriendsandfamily...funding:n.moneyforaparticularpurpose;theactofprovidingmoneyforsuchapurpose[运用]initialfunding启动资金fundingrisk筹资风险e.g.Therehavebeenlargecutsingovernmentfundingforscientificresearch[拓展]fund(v.)为……提供资金；拨款给e.g.Themuseumisprivatelyfunded.◆(Para.4)Abusinessplandefinesacompany’smissionorvision...define:v.tosayorexplainwhatthemeaningofawordorphraseis[运用]defineas定义为e.g.Weweredefinedashuman,thetoolmaker[拓展]definition(n.)定义e.g.

What’syourdefinitionofhappiness?

LANGUAGEPOINTS–TEXTA◆(Para.6)Anotherimportantthingstart-upsneedtoconsideristhelocationoftheiroffice.location:n.place;position[运用]onlocatione.g.Chinesefilmsareshotonlocationallovertheworld.[拓展]locate(v.)位于……；坐落在……；在……附近e.g.

OurofficeislocatedinmidtownBeijing.LANGUAGEPOINTS–TEXTA什么是创业公司？创业公司是指仍处于运营初期的刚刚开业或起步的公司。这些公司的成立是为了满足需求或解决以前从未解决过的问题。虽然它们通常以最少的资金和较小的团队起步，但它们可以迅速扩大规模或发展壮大。它们的目的是利用技术跨越时间和空间，向巨大的市场提供产品或服务。这意味着它们的市场不受特定地点或时区的限制，它们可以向上海和伦敦不同时区的人销售产品。这使得它们能够快速增长，在短时间内实现一倍甚至两倍的收入。在生存和成长的道路上，他们需要考虑以下4个方面。集资创业者最初可以从朋友和家人那里获得资金，但他们也可以从投资者或风险投资公司获得资金。与提供贷款或赠款的银行不同，风险投资家（VC）可以更多地参与初创企业的运营。他们可以监督业务并提供建议。对于一家刚刚起步的新公司，有专家或更有经验的人的指导和监督是至关重要的。商业模式除了资金，创业公司还需要一个商业模式或商业计划。商业计划可以确定公司的使命或愿景：他们计划实现什么以及他们计划解决哪些需求。它还可以列出具体的目标和公司为实现这些目标可以采取的策略。此外，创业公司还需要进行市场调查，以确定他们计划提供的产品或服务是否有市场，以及这些客户是谁。营销策略营销策略可以帮助初创公司更快地接触到客户，让客户了解公司以及公司可以提供什么服务。他们可以通过电子邮件(电子邮件营销)或创建社交媒体页面来发布服务和促销信息，从而接触客户。选址创业公司需要考虑的另一件重要事情是其办公室的位置。这很大程度上取决于其想要提供的产品或服务的类型。例如，一些生产电子产品的初创企业通常需要一个实体店，顾客可以顺便来店里试用产品。而另一些提供服务的公司则只在网上提供服务。后者更具成本效益，因为维护网站和在线展示比租用实体空间更便宜。虽然创办一家新公司并不容易，但只要在合适的地方拥有合适的资金、商业模式和营销策略，就能迅速扩张或壮大。TextA译文UNITTASKAStep1

ScanthetextanddecidewhetherthefollowingstatementsareTrue(T)orFalse(F).()1.Start-upsaredesignedtoservethecustomers.()2.Start-upscantraversetimeandspacebyusingtechnologyandgrowfast.()3.Start-upscangetfundinginitiallyonlyfromfriendsandfamily.()4.Start-upsshouldconfirmwhatneedstheywanttoreachandwhoaretheircustomers.()5.Eachstart-upneedsaphysicalspacetogrowitsbusiness.()6.Funding,businessmodel,marketingstrategy,locationarethefouraspectsthatstart-upsneedtoconsidercarefully.FTFTFTStep2

HaveIidentifiedabusinessopportunity?Lookatthefollowingtable.Workingroups.Pickuponesourceandtrytodevelopabusinessideafromit,accordingtotheexamplesinthetable.First,brainstorminthegroup;thentrytofindthemostcompetitiveideaforyourgroup.UNITTASKASourceofbusinessideasExampleSuccessfactorslistedYourbusinessideasandsuccessfulfactorsDevelopingahobbyAspecialfloristTraditionalindustry;goodmarket.Usingtechnology;developingloyal,frequentbuyers.

UsingyourskillsAstager.Stagershelptodecorateandbeautifythehouseforsale.Bigmarket;home-basedbusiness;low-risk;high-profitSourceofbusinessideasExampleSuccessfactorslistedYourbusinessideasandsuccessfulfactorsAchanceideaDevelopingafreeapp—Classmates.Peoplewillbechargediftheytextorcallpeoplethey’renotsupposedtocontact.Creative;attractingyoungconsumers.

SpottingagapinthemarketIDphotobooth.AnewtypeofphotoboothprovidesIDphoto’sshootingandprinting.Meetingurgentneeds;convenient;marketgap.

CombiningtwoideasDevelopingavendingmachineofinstantcupnoodles.Superconvenient;providinghotwaterandnoodlesatthesametime;bigmarket

SolvingproblemsforpeopleAmaternitymatron

Uprisingmarket;professionalworkforce;wellpaid.UNITTASKAStep3Howcouldyoufinancethebusiness?APleaseworkoutthestart-upexpensestofindwaysoffundingyourbusinessidea.ItemsExpensesStart-uprequirementsLegalfeestogetdocuments;initialmarketing&advertising;stationeryandofficesupplies;storedesign;gift-wrapandpackage;furniture;Internetaccessandinstallation;rental(three-month);wage(fivepeople)¥1,000;¥5,000;¥2,500;¥2,000;¥1,000;¥1,500;¥500;¥15,000;¥10,000Long-termassetsAir-conditioner(2);laptopanddesk-top;cash-registersystem¥10,000;¥10,000;¥5,000Start-upinventoryFlowers¥2,000Total

¥65,500Sample:Start-upExpensesfortheFlorist.BDiscussinyourgroupandfigureoutthebestwaytofundyourbusinessidea.Thetypeoffinanceyouchoosewilldependonwhatkindofbusinessyouarestarting,howmuchmoneyyouneedandwhatyouwilluseitfor.Manypeopleusetheirownsavingsorpersonalborrowingstofundthebusiness.Familyorfriendsmightbackyou.Ifyouhaveacrediblebusinessplan,youmaybeabletoborrowmoneyfromabank.Alargerbusinesswithgoodprospectsmightattractoutsideinvestors.Youmightqualifyforagrant,forexample,ifyouaresettingupabusinessinadeprivedarea.

Step4

WhereshouldIlocatemystore?Watchthevideo(“Here’showIchosetherightpremisesformybusiness”)tolearntheexperienceandadviceofanexpert.Writedownsomekeywords.Discussingroupsthelocationofyourstore.Keywords:arelocated,…Sample:Wewouldliketolocateourfloristinanupcomingartsdistrict.视频VideoScript(Openinganimation,titleandjingle.BackgroundmusicbeginswithfootageofPurePackagebranding,cuttoJenniferIrvineandfootageofPurePackagebagsbeingdelivered)JenniferIrvine:“IamJenniferIrvine,founderofThePurePackage—thedietdeliveredtoyourdoor.We'relocatedinacoupleofrailwayarchesinNewCoventGardenMarket—thebiggestfruitandvegetablemarketintheUK.”(Footageofvansandproducefromthemarket,Jenniferwalkingthroughthemarket)“Iliterallystartedmycompanyfromthekitchensinkinmyhouse.Ihadtomovethebusinessoutofthehousebecauseithadoutgrownmypoorlittlekitchen.Iwaslookingforalocationwhichwasclosetoourclients,closetoouringredients—therawmaterials,andclosetolotsofwonderfulqualifiedstaff—sochefsandnutritionists.”“WhenIactuallydecidedwhatIwantedfromourpremises,Iwasabletofindthemincrediblyfast,soittookmeaboutamonth.OneofthefirstthingsIdidwasgetoutagoodold-fashionedmapandhavealookatthatanddecide,right,whereisthecentreofLondonandwherearethemarketslocatedformyfreshfruitandvegetables?AndassoonasIlookedatthemapitwasquiteobviouswhereweshouldlocate.”“It'sreallyimportantthatyourbusinesshassomespacetogrow,andwehavegrowntofivetimesthesizewewerewhenwefirstmovedintotherailwayarches,andnowwe'relookingattakingovertherailwayarchnextdoor.Thekitchenistheheartofouroperation,sothepremisesarevital.”“TheadviceI'dgivetosomebodywhowaslookingfornewpremisesistowritealistoftherequirementsyouwantfromyourpremises.So,it'sreallyimportanttodecidewhatyou'relookingforlocation-wise,whatyou'relookingforfromthepremisesthemselves—dotheyneedbroadband?Doyouneedtelephones?Doyouneedcertaintypesofelectricity—three-phaseelectricity?Doyouneedgas?Allofthesethingsarequestionsyoushouldaskyourself.I'vebeenincrediblyluckywithfindingmypremises,inthatthereisnotmuchIwould'vedonedifferently.”Jennifer'stoptips:“Makealistofwhatyouarelookingforinyournewlocation—thatwayyouwillnotlosesightofyourgoals.”“Lookatamapandthinkaboutthelogistics—yourpremisesneedstoworkforyourclients,teamandsuppliers.”“Useyourimagination—Isthistheplaceyouwanttowork?Canyoustaypassionateaboutthisplacewhenyouspendsomuchtimehere?”UNITTASKAStep5Presentyourbusinessplan.Writedownasummaryofyourbusinessideas.Yoursummaryshouldincludethefollowingpoints:whattheproduct/serviceis;whereitissold;howmuchitsellsfor;anythingelsethatisrelevant;whyitmaybesuccessful.Presentyourbusinessplanwiththesupportofformsorslides.BusinessStart-upandImplementationPlanBusinessnameTypeofbusinessandbusinessobjectivesProduct/Service•Theproduct/service•Whatmakesitdifferent,better,etc.YoumayfindusefulwordsandexpressionsfromtheSample.SampleABCBloomSuccessfulbusinesspeoplealwayshavetroublepurchasinggifts,especiallyflowers,fortheirfamilyorlovers,whileABCBloomcanmakethegift-givingprocesseasiertodo.ABCBloomisapartnershipstore.Itbelievesthereisanopportunitytousetechnologytomakeitsimpleforexecutivestoeasilypurchase

customflowerarrangements,

withdeliveryondaystheydetermineinadvancefortheirlovedones.Thecompanytargetsmorethan1,500affluentexecutivebusinesspeopleindowntownandCentralBusinessDistrict(CBD)ofShanghai.Theflowergiftsaresoldfrom200to5,000Chineseyuan,differingin

flowers,

season,scale,

arrangementandselectedservices.Ideally,thecompanyplanstoopenitsgalleryinMarchinJing’an,oneofShanghai’shistoricloftneighbourhoodslessthanonekilometrefromdowntownShanghai.ABCBloomwilldifferfromtraditionalfloristsbycultivatingpersonalrelationshipsthroughtechnologyandmarketing,offeringagiftprogrammethatmakespurchasingflowerseasy(andforgettingspecialdatesathingofthepast),anddeliveringexceptionalcustomerservice.KeystoSuccessUsingtechnologytodeveloployal,frequently-buyingclientsinsteadoftraditional,walk-inretailshoppers.Designingandsellinginnovative,high-qualityfreshflowerarrangementsusingavarietyofdesignstyles,flowers,andcontainers.Creatingastorefrontthatresemblesanartgallery,withfresh,avant-gardefloralarrangementsdisplayedlikeart(andalwaysforsale).

Offeringadditionalproducts,includinggourmetchocolatesandoriginalartworkfromlocalartists.

Communicatingwithpotentialcustomersthroughdirectmail,printadvertisingandeasy-to-useappletsandwebsite.Offeringcomplimentaryin-storeevents,suchasbooksignings,

cheesetastings,andartshowings,

coincidingwith

otherneighbourhood

galleryopenings.ObjectivesGenerateahealthytotalrevenueof¥79,600inYearOne.Maintainanaveragedirectcostat40%ofsalesorlowerandahighgrossmargin.Buildpricingprogrammesbasedontheassumptionof10%profit.

Increasesalesbyapproximately72%inYearTwoand21%inYearThree.TheLifeofanEntrepreneurTheword“entrepreneur”,meansanindividualwhocreatesanewbusiness,bearingmostoftherisksandenjoyingmostoftherewards.Accordingtoamarketingreportrecently,thereareanestimated582millionentrepreneursglobally,withasubstantialriseof30millioncomparedtotheoverall552millionentrepreneurslastyear.Theyarethenewinnovatorsbybecomingagreatsourceofnewideas,goods,services,andbusinesses.Everyentrepreneurstartsfromscratchbutsurelyhasafairideaofwherehewantstoget.Heorshethentriestonurturetheideaandturnitintoaprofitablebusiness.Onethingtheentrepreneurmustrememberisthattherearealwaysbumpsalongtheway,asstressandsuccessgohandinhand.Anybusinessintheworldcangrowandprosperifstrategicallyplannedortakenwithcalculatedrisks.Thatiswhyeveryentrepreneursurroundsthemselveswithpeoplewhocanhelpthemgrowandtransformthebusiness.Anentrepreneur’sperspectiveofprogressshouldneverbelimitedtothetraditionalbusinessandmarketingmindset,whereanychangeisunwelcome.Thereisnodoubtthattheyarerisk-takersandoftengobeyondthelimitsthatanaveragepersonwouldn’tdaretodo.Yet,theycapitaliseontheirknowledgeandtakecalculatedrisksinareaswheretheycanusetheirexpertiseandknowforsurethatitwillprovidethemwiththedesiredcompetitiveadvantage.Theycanusealltheirknowledgetomakeadifferenceascharismaticindividuals.Notonlythatbutalltheirlives,theylearnanddeveloptheirleadershipskillstomotivateothersandcausenecessarychangesintheirlifeaswellasintheirbusiness.Everypersonhasstressintheirlives.Itisn’tsomethingtofeelsadabout—itisapartoflife.Butwhentalkingaboutthelevelofstressforentrepreneurs—itisofawholenewlevel.Buttriumphliesinconfrontingthestressandthepowertoovercomeit.Businesspeoplemostlygetstuckwhenclosingthedeal,despitehowwellitstartedandcarriedout.Butattitudeiseverything,andwiththerightattitudeandstrongwillpower,nothingseemsunachievable.Theyknowthatdealsaremoneyandclosingthatisbusiness.Itisanentrepreneuriallife.Anentrepreneurcanusehisorherpassionandexperiencetostaywithinthelimitationsofresources.Andeachtime,theymakeefficientuseoftheseresources.Thisishowtheyareabletoachievesuccess,knowinghowtotackleanyproblemwithlimitedresources.Theirpassionforthebusinessisperhapsthemainresourcethatleadsthemtotheseproblem-solvingskills.Inshort,everyentrepreneurshouldhaverisk-takingattitudesandpassionfortacklinganyproblemsandstresstomaketheirbusinessgrowandprosper.TextBBeforereading:PleasecollectsomereallifestoriesofChineseentrepreneursandsharewithyourclassmates.bear/beə(r)/vt.忍受；容忍；经受；承担substantial/səbˈstænʃl/adj.大的；可观的；价值巨大的；重大的nurture/ˈnɜːtʃə(r)/vt.养育；培育profitable/ˈprɒfɪtəbl/adj.有盈利的；有益的bump/bʌmp/vi.碰；撞prosper/ˈprɒspə/vi.（人或企业）成功；（尤指经济上）繁荣；昌盛strategically/strəˈtiːdʒɪkəli/adv.战略性地；战略上calculate/ˈkælkjuleɪt/vt.算；计算transform/trænsˈfɔːm/vt.使彻底改观；使大变样perspective/pəˈspektɪv/n.（思考问题的）角度；观点；想法mindset/ˈmaɪndset/n.思想倾向；思维方式；观念模式risk-taker/'risk'teikə/n.经常冒险的人expertise/ˌekspɜːˈtiːz/n.专门技能（知识）；专长charismatic/ˌkærɪzˈmætɪk/adj.充满个人魅力的entrepreneurial/ˌɒntrəprəˈnɜːriəl/adj.具有企业家素质的GlossaryPhrases&Expressionsfromscratch白手起家capitaliseon利用handinhand结伴而行knowforsure确定makeadifference扭转乾坤，创造不同getstuck被卡在……；被堵……makeuseof使用；利用LANGUAGEPOINTS–TEXTB◆(Para.1)...thereareanestimated582millionentrepreneursglobally,…estimate:v.guesswhatthesize,value,amount,cost,etc.ofsomethingmightbee.g.Wecouldn’testimatethebudget.[运用]budgetestimate/roughestimatee.g.Wecouldn’tagreeonthebudgeestimate.[扩展]estimation(n.)估计e.g.Whoisthebestcandidateinyourestimation?◆(Para.2)Heorshethentriestonurturetheidea…nurture:v.helptodevelop;helptogrow[运用]nurtureahopee.g.Theanswerliesbeyondnurturingahope.[扩展]nurturance(n.)e.g.Nurturancemattersalot.◆(Para.2)Anybusinessintheworldcangrowandproperif…prosper:v.togrowstronger;gaininwealth[运用]tostrivetoprosper/livelongandprosper奔小康e.g.Thewholenationisexpectedtostrivetoprospertogether.[扩展]prosperity(n.)繁荣e.g.Ourfutureprosperitydependsoneconomicgrowth.LANGUAGEPOINTS–TEXTB◆(Para.3)

...itwillprovidethemwiththedesiredcompetitiveadvantage.desire:v.stronglywishtodoorhavesothing【运用】desirefor/aburningdesiree.g.Everyonedesiresforsuccess,butnoteveryonehasthecourageanddeterminationtopursueit.【扩展】desirable（adj.）令人向往的；可取的e.g.Bothsidesconsideritdesirabletofurthertheunder-standingbetweenthetwopeoples.◆(Para.3)…developtheirleadershipskillstomotivateothers…motivate:v.togiveanincentiveforaction[运用]bemotivatebysomethinge.g.Sheismotivatedbyloveandpeace.[扩展]motivation(n.)动机e.g.Withoutdirectionandmotivation,apersonwouldknowwhattodo.◆(Para.5)…andwiththerightattitudeandstrongwillpower…willpower:n.theabilitytocontrolyourthoughtsandactionstoachievewhatyouwanttodo[运用]willpowermastery意志力训练e.g.Yourfeelingsaboutyoutwillpoweraffectthewayyoubehave.[扩展]willing(adj.)乐意的e.g.Thereare,ofcourse,questionswhichshewillnotbewillingtoanswer.企业者的生活“创业者”一词指的是开创新事业、承担大部分风险、享受大部分回报的人。据近期一份市场报告统计，全球约有5.82亿创业者，与去年的5.52亿相比，大幅度增长了3000万。他们是新的创新者，是新想法、新商品、新服务和新业务的重要源泉。每个创业者都是白手起家，但他们肯定对自己想要达到的目标有一个明确的想法。然后，他们会努力培养这个想法，并把它变成可营利的业务。创业者必须记住一件事：一路上总会有波折，因为压力和成功总是并驾齐驱的。只要做好战略规划，让风险在可控范围内，世界上的任何企业都可以发展壮大。这就是为什么每个创业者身边都会有一些可以帮助他们发展和改变企业的人的原因。创业者对进步的看法不应该局限于传统的商业和营销思维。在这种思维中，任何改变都是不受欢迎的。毫无疑问，创业者是冒险者，经常超越普通人不敢做的极限。他们利用他们的知识，在可以使用他们专业知识的领域里承担可控范围内的风险，并确信这些将为他们带来所期望的竞争优势。作为有魅力的个人，创业者可以利用自己所有的知识来有所作为。不仅如此，在他们的一生中，他们学习和发展自己的领导技能，去激励他人，并使他们的生活和业务做出必要的改变。每个人的生活中都有压力。这不是什么值得难过的事——这是生活的一部分。但谈到创业者的压力水平，那就是一个全新的水平。但是胜利就在于面对压力和战胜压力的力量。商人在完成交易时大多会陷入困境，无论交易在开始和进行过程中有多顺利。但态度决定一切，有了正确的态度和坚强的意志，似乎没有什么是无法实现的。他们知道交易就是金钱，成交就是生意。这就是创业者的生活。一个创业者可以用其激情和经验去使用有限资源。他们每一次都能有效地利用这些资源。这就是他们为何能够获得成功，因为他们知道如何在有限的资源下解决任何问题。他们对业务的热情也许就是他们能具备解决问题的能力的主要源泉。简而言之，每个创业者都应该有承担风险的态度和应对任何问题和压力的热情，这样才能使自己的企业不断发展壮大。TextB译文1Guessthemeaningofthefollowingwordsandexpressionsfromthecontext,andthencheckyourunderstandingwiththehelpofadictionary.2Matchthewordstotheirdefinitions.1)substantial2)profitable3)prosper4)expertise5)mindsetA.asetofattitudesthatsomebodyhasandthatareoftendifficulttochangeB.beneficial;usefulC.befinanciallysuccessfulD.expertknowledgeorskillinaparticularsubject,activityorjobE.ofconsiderableimportance,sizeorworth1)overall(Para.1)____________________2)motivate(Para.3)__________________3)overcome(Para.4)________________4)triumph(Para.4)_________________5)tackle(Para.6)____________________adj.全部的v.激发v.克服n.胜利v.处理UNITTASKB3CompleteeachsentencewithanappropriatewordfromthelistinExercise2.Makechangesifnecessary.1)Peopleneeddevelopafixed________________.2)Hemade____________________donationstocharity.3)Herbusinesscontinuedto______________.4)Itwouldtakeamiracletomakethisbusiness___________________.5)Wehavethe_______________tohelpyourunyourbusiness.substantialprosperprofitableexpertisemindset4CompletethefollowingsentencesaccordingtoTextB.

Anentrepreneuristhecreatorofanewbusiness.Accordingtothestatisticaldata,therearemorenew1)__________________globallycomparedtolastyear.Ifsomeonewhowantstostartanewbusiness,theyshouldfirstly2)______________theideatomakeitpossibletocreatea3)_______________business.Andthentheymustacceptthe4)_______________thatthestressandsuccessgo5)___________________.Sotheyshouldplanthebusiness6)________________andhavetheabilityto7)_________________therisks.Besides,thenewentrepreneursmusthavetheright8)_________________andstrong9)_________________,developtheproblem10)_________________.That’sanentrepreneuriallife.entrepreneursnurtureprofitablemindsethandinhandstrategicallybearattitudewillpowersolvingskillsUNITTASKBLANGUAGEPRACTICEVocabularyTranslationGrammar184LANGUAGEPRACTICEVocabulary1

Provideadjectivesofthenounsintheleftcolumn.Thencompletethefollowingsentences.NounAdjectiveentrepreneurglobeprofitstrategycalculationachievemententrepreneurialachievableprofitablestrategical/strategiccalculated/calculatingglobalglobal1)Thethreatof______________warmingwilleventuallyforcethecountrytoslowdownitsenergyconsumption.2)Abusinessplanshouldbea___________________outlineofwhatyouaregoingtodo.3)Imports,whichsoaredto$200.3billioninthemonth,aresubtractedinthe__________________ofgrossdomesticproduct.4)Hanginthereandyouneverknowwhatis_______________.5)Hiscompanyhasbecomea(an)____________________successstory.6)Thegroupmadeapretax________________of$1.05million.strategiccalculationachievableentrepreneurialprofitLANGUAGEPRACTICE2Completeeachofthefollowingsentenceswithaproperwordorexpressionfromthebox.Changetheformwherenecessary.fromscratchrisk-takersmakeadifferencebelimitedtogetstuckhandinhand1)Ifyou____________________,clickonHelp.2)Ifwecombineourefforts,wecan_________________________.3)Wedon’thavetimetostart_________________________.4)Isawthemmakingtheirway,______________________,downt