大学体验英语3 unit3 passage B（ppt课件）

1、Return to Menu,1,学习交流课件,Find out why Haier has been so successful on the way of building its brand name.,2,学习交流课件,1.Do your family have a Haier product? If yes, describe it.,Open.,Reference:,3,学习交流课件,2.Why is Haier so successful in the U.S.?,It is Haiers marketing strategy that works the success.,Re

2、ference:,4,学习交流课件,Read About It Language Points Content Awareness Language Focus Reading Skill Practice Translating Skill Practice,5,学习交流课件,Haier Seeks Cool U.S. Image,6,学习交流课件,And so far the strategy, which may signal the way for future campaign in the U.S. market by other Chinese consumer products

3、 companies, may be working at least according to two arms of the worlds largest retailer Wal-Mart Stores Inc. “Its not about whether theyre made in China,” said Melissa Berryhill, a spokeswoman for Wal-Marts Sams Club, whose last holiday season catalog featured a black Haier cooler with smoked glass

4、 doors that is big enough to chill 30 bottles of wine.,7,学习交流课件,“Theyre an exceptional value,” she said of the $300 luxury machine, sold along with the more ordinary Haier chest freezer that costs about $160. Wal-Marts main discount operation in April began selling the chest freezers in half of its

5、2 600 stores, while most of its stores sell at least one of two versions of compact refrigerators made by Haier. “Theyre popular and beating our expectations on sales,” said Wal-Mart spokesman Rob Phillips, who added that the Haier 4.6 cubic feet and 5 cubic feet freezers cost about the same as Gene

6、ral Electric Co.s comparable products, selling for around $169.,8,学习交流课件,9,学习交流课件,“When those college kids using our little refrigerators grow up and marry, we want them to be thinking of us for their first fridge,” said Michael Jemal, Haier Americas president, who was Haiers first U.S. distributor

7、before setting up the unit in 1999. Haier may need to depend less on the Chinese market because it is likely to face an increasing challenge on its own turf. Chinas entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home.,10,学习交流课件,Haier, whi

8、ch had global revenues of $5 billion last year, spent $30 million setting up a plant late last year in Camden, South Carolina that will make large Haier brand refrigerators. Company officials say they hope initiatives like that will grow U.S. sales to $1 billion by 2004. “Theyre building up their le

9、arning curve in the U.S., and then picking up niche markets,” said Ming-Jer Chen, a professor at the Darden School of Business Administration at the University of Virginia and the author of a new book, Inside Chinese Business.,11,学习交流课件,BROADWAY HEADQUARTERS The company, whose Chief Executive Zhang

10、Ruimin is famous in China for being filmed smashing sub-standard products with a hammer, last week bought a historical bank building on Broadway in Manhattan for $14 million. “Buying a New York building for $14 million is not whats going to make us,” said Jemal. “Its about offering the customers the

11、 products the competition doesnt have.” In the third quarter of 2002, for example, the company plans to launch stainless steel Internet-linked appliances with Flash Gordon stylings, such as a home clothes washing machine that can be started via the Internet, he said.,12,学习交流课件,To grow its brand in t

12、he U.S., the company has taken out ad space on a case-by-case basis on trolley cars at JFK International Airport in New York and on billboards in Miami and Chicago, but has not yet contracted with any of the big advertising firms. And Haier America is not only battling rival appliance makers in the

13、U.S. it is also manufacturing for some of them. As OEM2, Haier America does about 20 to 25 percent of its manufacturing on a contract basis for other companies, including big U.S. competitors, who sell its products under their own brand names. (719 words),13,学习交流课件,More to learn,household a. concern

14、ed with the management of a house; domestic,Example Husband and wife should share the household chores.,14,学习交流课件,household name commonly known name,household a. concerned with the management of a house; domestic,Example He was once a household name, but now no one remembers him.,More to learn,15,学习

15、交流课件,household name commonly known name,household a. concerned with the management of a house; domestic,household word a word that everyone knows,Example “WTO” quickly became a household word in China.,16,学习交流课件,ambitious a. 1)having a strong desire for success, power, wealth, etc. 2)needing or show

16、ing a great amount of skill and effort to be achieved,Examples The ambitious young man intends to have a company to his own name. The city mayor has set ambitious goals for the recycling of household waste.,Translate 他们虽穷却很有志气。,Key They are ambitious although they are poor.,17,学习交流课件,sleek a. smooth

17、 and shining,Examples The cat has sleek fur. The new cars sleek lines should make it very popular.,18,学习交流课件,outflank v. to gain an advantage over (someone) by doing something unexpected,Examples Jacks proposal was outflanked by those of more radical reformers. To outflank its rivals, the company ca

18、rried out unexpected price reductions.,19,学习交流课件,compete v. to try to do or be better than someone else,Examples By setting up its American headquarters in New York, Haier is ready to compete internationally. The stores will inevitably end up competing with each other in their push for increasing ma

19、rket share.,Translate 我们要同日本公司竞争国际市场。,Key We must compete with Japanese companies for world market.,20,学习交流课件, by targeting students in the hope that they will remain loyal as they get older,target v. to cause to have an effect on a particular, intentionally limited group,Examples This computer is t

20、argeted specifically at teenagers. Most ads target a specific area of the market.,More to learn,21,学习交流课件, by targeting students in the hope that they will remain loyal as they get older, by aiming at students as primary customers, hoping that they will remain regular customers of Haier as they get

21、older.,22,学习交流课件,so far up to the present moment,Examples The stock market has so far done significantly for the national economy. So far so good.,Please make a sentence by using “so far” ?,23,学习交流课件,chillv. to (cause to) become cold, esp. without freezing,Examples Beers taste better if chilled. Chi

22、ll the fruit salad until serving time.,Do you know its adjective form?,chilly,24,学习交流课件,luxury n. 1)great comfort, esp. as provided by expensive and beautiful things 2)something expensive or hard to obtain,Examples Its a luxury to dine in such an elegant restaurant. During the war, champagne was a r

23、eal luxury.,25,学习交流课件,Theyre popular and beating our expectations on sales,They are popular and the sales are beyond our expectation (better than we expected).,26,学习交流课件,Examples The income of farmers is not comparable at present to that of townspeople. The girls are of comparable ages.,comparablea.

24、 equivalent; similar; that can be compared,Translate 一台象这样好的冰箱在欧洲可要贵得多。,Key A comparable refrigerator would cost far more in Europe.,27,学习交流课件,Examples The company has almost dominated the software market with its operating systems. The strong usually dominate (over) the weak.,dominatev. to have or

25、exercise control or power (over),28,学习交流课件,mainstream n. the way of life or set of beliefs accepted by most people,Examples Disabled people should enter the mainstream of social life. This was the companys first step into the mainstream of commercial movies.,Can you translate the following words int

26、o Chinese? mainbody mainland mainstay,n. 主体；正文,n. 大陆；本土,n. 支柱, 中流砥柱,29,学习交流课件,Chinas entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home.,Examples The funds opened up free education to more children. Einsteins theory opened up a whole new

27、 world to us.,open up to to make available or accessible to,More to learn,30,学习交流课件,Chinas entry into the World Trade Organization will open up Chinese manufacturers to greater foreign competition at home.,Translate,中国加入WTO后，厂家在国内市场将面临更加激烈的外来竞争。,31,学习交流课件,revenuen. the income that a government or co

28、mpany receives regularly,Examples Taxes provide most of the governments revenue. Revenues of textile industry have fallen dramatically in recent years.,32,学习交流课件,smashv. to (cause to) break into pieces violently and noisily,Examples The angry crowd started smashing cars on the road. A glass cup fell

29、 off and smashed into pieces.,33,学习交流课件,smashv. to (cause to) break into pieces violently and noisily,Examples The angry crowd started smashing cars on the road. A glass cup fell off and smashed into pieces.,34,学习交流课件,Flash Gordon a character who appeared in American comics and films in the 1930s. I

30、n the stories, Flash Gordon travels through space and saves the Earth from many dangers.,35,学习交流课件,contract 1) v. to arrange by formal agreement 2)n. a legal document that states a formal agreement between two different people or groups,Examples The company has just contracted to build shelters for

31、the homeless. We have contracted with some major supermarkets for the supply of our products. They might take legal action against you if you break the contract.,36,学习交流课件,1.What is the main idea of the passage? A)Haier refrigerators and freezers are becoming more and more popular with American coll

32、ege students. B)The old idea that Chinese products in America are mainly cheap toys is no longer true because of Haiers efforts. C)Using its own strategies, Haier is gradually building its brand name in the American market. D)Haiers successful strategy signals the way other Chinese companies should

33、take for their future campaigns in the U.S. market .,1.What is the main idea of the passage? A)Haier refrigerators and freezers are becoming more and more popular with American college students. B)The old idea that Chinese products in America are mainly cheap toys is no longer true because of Haiers

34、 efforts. C)Using its own strategies, Haier is gradually building its brand name in the American market. D)Haiers successful strategy signals the way other Chinese companies should take for their future campaigns in the U.S. market .,Ex. 10Choose the best answer to each question with the information

35、 from the passage.,37,学习交流课件,2.Which of the following best explains the subtitle of the second part “COLLEGE TOEHOLD”? A)Haier aims at U.S. college students in the hope that they will become its future employees. B)Haier takes advantage of the strong purchasing power of U.S. college students to stri

36、ve for a greater share of the U.S. market. C)Haier wants to benefit from the advanced technology and administration of U.S. colleges. D)Haier focuses on U.S. college students for the prospect of having them as future customers.,Ex. 10Choose the best answer to each question with the information from

37、the passage.,2.Which of the following best explains the subtitle of the second part “COLLEGE TOEHOLD”? A)Haier aims at U.S. college students in the hope that they will become its future employees. B)Haier takes advantage of the strong purchasing power of U.S. college students to strive for a greater

38、 share of the U.S. market. C)Haier wants to benefit from the advanced technology and administration of U.S. colleges. D)Haier focuses on U.S. college students for the prospect of having them as future customers.,38,学习交流课件,3.Jemals statement that “buying a New York building for $14 million is not wha

39、ts going to make us” can be understood as _. A)they are not going to make money from that building B)buying that building is not for showing their strength C)Haier wont succeed only by the purchase of that building D)buying that building wont put them in difficulty,Ex. 10Choose the best answer to ea

40、ch question with the information from the passage.,39,学习交流课件,4.Ming-Jer Chens comment “theyre building up their learning curve in the U.S., and then picking up niche markets” refers to the fact that _. A)Haier will find a suitable position in the U.S. market through exploration B)Haier provides its

41、employees training courses on marketing C)Haier has set up a plant in Camden that will make large Haier refrigerators D)Haier plans to launch Internet-linked appliances with Flash Gordon styling,Ex. 10Choose the best answer to each question with the information from the passage.,4.Ming-Jer Chens com

42、ment “theyre building up their learning curve in the U.S., and then picking up niche markets” refers to the fact that _. A)Haier will find a suitable position in the U.S. market through exploration B)Haier provides its employees training courses on marketing C)Haier has set up a plant in Camden that

43、 will make large Haier refrigerators D)Haier plans to launch Internet-linked appliances with Flash Gordon styling,40,学习交流课件,5.It can be inferred from the passage that _. A)with the help of some big advertising firms, Haier is growing quickly B)a refrigerator with an American brand name may be a prod

44、uct of Haiers C)refrigerators made by Haier are much cheaper than those by Americas companies D)Haier is the second-biggest manufacturer of refrigerators in the U.S.,Ex. 10Choose the best answer to each question with the information from the passage.,5.It can be inferred from the passage that _. A)w

45、ith the help of some big advertising firms, Haier is growing quickly B)a refrigerator with an American brand name may be a product of Haiers C)refrigerators made by Haier are much cheaper than those by Americas companies D)Haier is the second-biggest manufacturer of refrigerators in the U.S.,41,学习交流

46、课件,Language Focus Vocabulary (Ex. 11) Phrases (Ex. 12) Translation (Ex. 13),42,学习交流课件,1.Government _ have risen dramatically with the successful readjustment of the state-owned enterprises.,revenues,2.By _ young people aged 15 to 25, the TV series turned out to be quite a hit.,targeting,Ex. 11Fill i

47、n the blanks with the words given below. Make changes where necessary.,alongsideapplianceclaimcomparablefilm (v.) loyalrevenuesmashtarget (v.)via,43,学习交流课件,3.Some think that instead of giving us more leisure time, such _ as computers just seem to add to the pressures of modern life.,appliances,4.Peo

48、ple all over the world were shocked when they learned of the death of Princess Diana _ television and radio.,via,Ex. 11Fill in the blanks with the words given below. Make changes where necessary.,alongsideapplianceclaimcomparablefilm (v.) loyalrevenuesmashtarget (v.)via,44,学习交流课件,Ex. 11Fill in the b

49、lanks with the words given below. Make changes where necessary.,alongsideapplianceclaimcomparablefilm (v.) loyalrevenuesmashtarget (v.)via,5.When the host team was beaten, the furious football fan threw the beer bottle at his TV set, _ it to pieces.,smashing,6.Nowadays, 80% of companies make the bes

50、t profits from keeping customers who remain _ to them.,loyal,45,学习交流课件,Ex. 11Fill in the blanks with the words given below. Make changes where necessary.,alongsideapplianceclaimcomparablefilm (v.) loyalrevenuesmashtarget (v.)via,7.To be granted a substantial yearly bonus (奖金) is considered _ to gett

51、ing a raise in pay.,comparable,8.My ID card is locked up in the top drawer _ some important documents.,alongside,46,学习交流课件,Ex. 11Fill in the blanks with the words given below. Make changes where necessary.,alongsideapplianceclaimcomparablefilm (v.) loyalrevenuesmashtarget (v.)via,9.With so many peop

52、le _ unemployment benefit, you cant expect the economy of that country to recover soon.,claming,10.As it was _ in a mountain village, the movie gives a realistic picture of country life.,filmed,47,学习交流课件,1.It _ everyones _ that his debut album (个人首张专集) stayed in the American Top Ten Charts for 15 we

53、eks.,beat expectation,2._ there has been no effective medicine against the disease although a lot of effort has been made to find one.,So far,Ex. 12Complete the following sentences with phrases or expressions from the passage. Make changes where necessary.,build up on basis beat ones expectation at

54、home so far,48,学习交流课件,3.The factory has _ a good reputation for its products by attaching great importance to quality and after-sales service.,built up,4.Whenever the South Korean football team were playing _, thousands of fans would come to the stadium to support them.,at home,Ex. 12Complete the fo

55、llowing sentences with phrases or expressions from the passage. Make changes where necessary.,build up on basis beat ones expectation at home so far,49,学习交流课件,5.Online educational courses would be put to use _ a global _ in the following decade.,on basis,Ex. 12Complete the following sentences with p

56、hrases or expressions from the passage. Make changes where necessary.,build up on basis beat ones expectation at home so far,50,学习交流课件,Ex. 13Translate the following sentences into English.,1.伟人能以人格的力量来控制困难的局面。(to dominate),a great man,by force of character,A great man can dominate difficult situatio

57、ns by force of character.,dominate difficult situations difficult situations,51,学习交流课件,Ex. 13Translate the following sentences into English.,2.根据最新报道，旅游者去一些东南亚国家旅游无需再申请入境签证。(according to),according to the latest report,apply for,According to the latest report, Chinese tourists do not have to apply f

58、or an entry visa to some southeast Asian countries.,entry visa,52,学习交流课件,Ex. 13Translate the following sentences into English.,3.从信封的颜色来看，这封信可能来自一位女性。(to suggest), suggest,might be from ,The color of the envelope suggests that the letter might be from a woman.,53,学习交流课件,Ex. 13Translate the following sentences into English.,4.虽然火车的速度比不上飞机，但是很多人还是愿意坐火车。(to rival),rival planes for speed,prefer to,Trains cant rival planes for speed, but many people prefer to travel by train.,54,学习交流课件,Ex. 13Translate the following sentences into English.,5.一旦人们看到这种管理模式确实有效，就更有可能接受它。(to be likely to do