Unit+10综合英语.ppt

高等院校研究生英语系列教材 综合教程 下 INTEGRATEDCOURSE Unit10 BusinessandEconomy Content StartingoutReadingFocusReadingMorePracticalTranslationFocusedWritingFinalProject Task1LookatthecartoonscarefullyandworkinpairstodiscusstheimpliedmeaningsbehindthemonPage280 Startingout Startingout Task1 Startingout Task1 Startingout Task1 Startingout Task1 Task2 1 Imaginethatthemembersofyourgrouphavedecidedtostartabusiness Talkaboutwhattypeofbusinessyoucoulddevelop Youcouldopenastore manufactureaproduct provideaservice ordoanyothertypeofbusiness Worktogethertoproduceabusinessplan whichyouwillpresenttothewholeclassasareport Yourbusinessplanneedstocoverthefollowingpoints P280 Startingout ThenameofyourbusinessThetypeofyourbusinessThelocationofyourbusinessWhyyourbusinesswouldbeuniqueorspecialWhyyourbusinesswouldbesuccessful Task2 2 Discusswhichofthebusinessespresentedyouthinkwouldbesuccessful Why Whatfactorsareimportantinstartinganewbusiness Doyouthinkyouwouldbeasuccessfulentrepreneur P280 Startingout 1 Whatwasthestorylikein2005and2009aboutLenovo 2 WhatweretheproblemswithLenovoaccordingtoanalysts 3 WhatwereLenovo stwokeydriversofgrowth 4 WhatisgoodnewsforLenovo 5 Whatdoesitimplybysayingthat strategyislessimportantthanthecompany sChineseroots Watchthevideoclipsandfinishtheexercises MarketingAcrossCultures ReadingFocus ReadingFocus ReadingFocus GlobalUnderstanding Paras 1 2 Paras 3 11 Paras 12 14 Introduction SupportingEvidence a GeneralMotorssoldtheirNovamodelbadlyinLatinAmericabecause b CocaColadidn tachieveitsinitialsuccessbecause Culturalawarenessinmarketingplaysacrucialrolebecausetherearenotonlysubtletiestoeveryculturebutplaintaboosaswell ReadingFocus GlobalUnderstanding nova means itdoesn tgo inSpanish thetranslationofthesoftdrink snameread bitethewaxtadpole Body Paras 3 11 ReadingFocus GlobalUnderstanding A Itisimportanttovisitthetargetmarket Paras 3 5 SupportingEvidence a Suchavisitenablesyouto b Suchavisitisagoodchanceto c Thepoorsalesof large economy sized boxesofdetergentinJapanresultedfromthefactthat wereverytinyand becomeawareofthetargetmarket absorbthepresent dayculture Japaneseretailestablishments localhousewiveshadtomakepurchasesonfoot Body Paras 3 11 ReadingFocus GlobalUnderstanding B Variousculturalfactorshaveimpactsonpurchasingbehavior Paras 6 8 TwoSuggestions a Don tmakegeneralizationsaboutthetargetlanguage b Combinesuperstitionandlanguageforamplifiedeffect C Therearecertain don ts inadvertising Paras 9 10 Supportingevidence a IntheEUandmuchofAsia b shouldbetakenintoaccountindesigningvisualadvertising comparisonsinadvertisingarenotacceptedorallowed Localdifferencesinnon verbalbehavior D Itmakessensetopayattentiontonotonlynationalbordersbutalso Para 11 regionalpatterns Conclusion Paras 12 14 ReadingFocus GlobalUnderstanding Eachaspectofcultureisworthyofourattention soitiswiseto havesomeonewithlocalknowledgeofthetargetcultureadviseyou Task2 Choosethesentencethatbestexpressesthemeaningofthesentencefromthetext P289 Key 2345678 C A C D C A B C ReadingFocus DetailedInformation CriticalThinking ReadingFocus StepOneWorktogetherwithyourpartnertoanswerthefollowingquestionsbasedonthetextyou vejustread Inthepassage theauthorsuggeststhatlanguageandsuperstitionshouldbecombinedforamplifiedeffect Doyouthinkso Personally wouldnumeralshaveanyeffectonyourpurchasingdecisions Whyorwhynot Whatdidyouthinkofthem Inthepassage theauthormentionsthat ForanEUcampaign itmightbeokaytotoutthemeritsofyourproducts butnotokaytousecomparativemethodscommontoaUScampaign Whatdoyouthinkabouttheroleofadvertisinginbusiness ReadingFocus CriticalThinking StepTwoDiscussingroupsthefollowingquestions ReadingFocus CriticalThinking Inthepassage theauthorpointsoutthattherearesubtletiesandnuancestoeveryculture andtherearejustplaintaboos PleasegivesomeexamplesaboutChinesetaboos Accordingtotheauthor itisdefinitelybesttohavesomeonewithnativeknowledgeofthetargetcultureadviseyou Supposeyouhavebeenaskedtotalkabout DoingBusinessinChina toagroupofforeignbusinesspeople WhattipsondoingbusinessinChinawouldyouincludeinyourspeech Therearesubtletiesandnuancestoeveryculture andtherearejustplaintaboos Para 2 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 Here plain isusedforemphasis meaningthattherearethingsyoushouldundoubtedlyavoiddoing However plain canhavealternativemeaningsasfollows 1 Thedocument writteninplainEnglish tellsyouaboutyournewpolicy 2 Youdon tneedanyspecialskillsforthisjob justplaincommonsense 3 apoliticianwithareputationforplainspeaking4 Theinteriorofthechurchwasplainandsimple clearandsimple ReadingFocus LanguagePoint usedforemphasis honestanddirect notdecoratedorcomplicated 2 Ourownculturetendstobe invisible tous whiledifferenceswerunintowhenabroadstrikeasstrange funnyorexotic Para 2 Paraphrase Weusuallydon tnoticesubtletiesandnuancesinourculture maybebecausewetendtotakethemforgranted However whenweareabroad wewillencounterculturaldifferences whichmayimpressusasstrange funnyorforeign Compare runinto runover runafter runthroughe g BythetimeshewasfifteenMariawasalready mentwiceherage Thedriverfailedtonegotiateabendand atree Couldwe Act3again please Thecatwas andkilledbyabus ReadingFocus LanguagePoint runningafter raninto runthrough runover 3 Pricesforthesimplestpurchasesaresubjecttonegotiation Para 3 Compare besubjectto besubjectedtobesubjectto 受限于 服从于 易受 e g 1 Trainsaresubjecttodelay s aftertheheavysnowfalls 2 Thisofferissubjecttoourfinalconfirmation besubjectedto 遭受 经受 e g 1 Thesuspectwassubjectedtocross examinationatthepolicestation 2 Onthistest thecarswillbesubjectedtoroughtreatmentdeliberately ReadingFocus LanguagePoint 4 Thesimplestculturaldifferencescanstrandthegrandestplans Para 4 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 Here strand isaverb metaphoricallymeaning make unabletobeimplemented Originally itmeans toleavesb sth inaplacefromwhichtheyhavenowayofleaving 使搁浅 e g 1 Thestrikelefthundredsoftouristsstrandedattheairport 2 Theshipwasstrandedonasandbank ReadingFocus LanguagePoint 5 ThetypicallyAmerican large economy sized boxeswerefartoobigandbulkyforthetinyJapaneseretailestablishments Para 5 1 Here Large economy sized means packedinlargepackagessothatthegoodscostlessthaninsmallerpackages Generally thelargerthequantity thelowerthepriceperunitofmeasurement 2 Establishments referto organizations institutionsorbusinesses e g Thehotelisacomfortableandwell runestablishment Sheisnowrunningasmallgovernmentresearchestablishment ReadingFocus LanguagePoint 6 Beyondconcretedemographics theseattitudesarenotaseasytocircumscribeandpindown Para 6 scribe isrelatedto write Compare circumscribe inscribe transcribe ascribe describee g 1 Theinterviewwasrecordedandthen 2 Thewatchwas withhername 3 Thepoliceaskedmeto exactlyhowithappened 4 He hisfailuretobadluck 5 ThePresident spoweris byCongressandtheSupremeCourt transcribed inscribed describe ReadingFocus LanguagePoint ascribed circumscribed 7 ThesebeliefsaresoprevalentthathospitalsinHongKongwerefloodedwithnear termpregnantmothersinAugust8 1988 8 8 88 demandinginduceddeliveryorevenCaesariansectionssothattheirbabieswouldhaveluckybirthdays Para 8 Here term meanstheendofawoman spregnancywhenthebirthofherbabyisexpected 分娩期 Thus near term means approachingtheendofherpregnancy 临产期的 induceddelivery and caesariansection means 人工引产 and 剖腹产手术 respectively ReadingFocus LanguagePoint delivery hasdifferentmeaningsindifferentcontexts e g 1 MostIndianrestaurants 提供免费送货上门服务 2 Shehadaveryeasydeliverywithhersecondchild 3 Hisspeechesweremagnificentlywrittenbuthisdeliverywashopeless offerfreedelivery 顺产 thewaytogiveaspeech 8 Itcanbeabigmistaketoassumeapan Asianmarketora LatinAmerican or European buyer Para 11 pan isaddedtothebeginningofadjectivesandnounstoformotheradjectivesandnounsthatdescribesomethingasbeingconnectedwithallplacesorpeopleofaparticularkind e g apan EuropeandefencesystemthePan AmericanGamespanacea 灵丹妙药 ReadingFocus LanguagePoint 9 Cuisineaffectsnotjustcompaniesthattradeinfoodstuffs butalsoappliances cookware storageware serveware packaging andfranchisefoodandhospitalitycompanies Para 12 Inthesentence cookware referstoarticlesusedforcookingfood serveware referstoarticlesusedforservingfood and storageware forstoringthings Franchisefoodandhospitalitycompanies referstorestaurantsandcoffeehouses bars etc whichareoperatedbutnotownedbylocalmanagers Hospitalitycompanies refertocoffeehouses teahouses orbarswherepeoplegonottoeatfoodbuttosocializewithotherpeople ReadingFocus LanguagePoint Task1 1 Whenyougotothefair thequacks 江湖医生 sellingspuriousmedicinalherbs 2 Hefoundthatthefoodservedattheschoolcanteenwasnothingbut Completethefollowingsentenceswithanappropriatewordorphrasefromthebox Changetheformifnecessary P291 bewareof unpalatable amplifydelineatediscretionaryengrainedstrandsupplantunpalatablebewareofsweepthroughpindown ReadingFocus VocabularyinAction 3 Neurologicalmodelsoflanguageattemptto whatthesestepsareandhowtheyinterrelate 4 habitsfromone sownlanguagearedifficulttoovercomewhenlearninganewlanguage 5 Byadvertisingwidely amanufacturercan thedemandforaproduct 6 SomewouldarguethatNewYorkhas Parisasthecenterofnewculture delineate Ingrained amplify supplanted ReadingFocus VocabularyinAction amplifydelineatediscretionaryengrainedstrandsupplantunpalatablebewareofsweepthroughpindown 7 Weknowsomeonehasbeenstealing butit sdifficultto whoitis 8 Iwasgivena n fundtouseforemergencies 9 ThereIwas inRomewithnopassportandnomoney 10 Thehurricanesthat theGulfCoastregioninflictedsignificantdamageonthetechnologicalandpowerinfrastructure pindown discretionary stranded sweptthrough ReadingFocus VocabularyinAction amplifydelineatediscretionaryengrainedstrandsupplantunpalatablebewareofsweepthroughpindown Difficult to define and shoot from the hip aretwocompoundadjectives whichareformedwhentwoormoreadjectivesworktogethertomodifythesamenoun Thesetermsshouldbehyphenatedtoavoidconfusionorambiguityandareonlyusedbeforenouns TheseadjectivesusuallyappearinspokenEnglishandnewspapers CompletethefollowingsentencesbytranslatingtheChineseinbracketsintoEnglish usingcompoundadjectives 1 Hehad 那种乐天派的样子 thatmadeevenhisoccasionalmischievousnessdelightful 2 Therewas 一种 我不是跟你这样说过吗 的神情 onhisface thathappy to be aliveattitude anI told you soair ReadingFocus VocabularyinAction Task2 3 Whathefollowsis 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 followedashenarrowlymissedahead oncollisionwithagreenvan 5 TheDecemberCopenhagenclimateconferencehasbeenbilledas 一个千载难逢的机会 tosignadealtocombatclimatechange 6 Asaresult thesituationontheKoreanPeninsulahasnowgonebeyondthelimitsofdangerandturnedinto 一触即发的局面 the end justifies the meansphilosophy Aheart in the mouthmoment anow or neverchance atouch and gosituation ReadingFocus VocabularyinAction 7 Mostcompaniestook 观望的态度 towardthenewpolicy 8 Thebasketballteamisa 求胜心切的 oldchampionteam 9 Theruleswillencouragebothpartiestobemorecooperativeandadopt 一种开诚布公的方式 10 If 朝九晚五的生活方式 isn tforyou you reagoodcandidateforafreelancecareer 11 Hespokein 一种 你不看看谁在讲话 的傲慢口吻 await and seeattitude too eager not to lose acards on the tableapproach anine to fivelifestyle ReadingFocus VocabularyinAction alook who s talkingtone 12 Thislittlestoreismarkedby 昼夜服务 13 Thegovernmentisproclaiming 萝卜加大棒的方法 totheproblem 14 Montelongoisaclassicexampleof 白手起家的人 whoprovidesinspirationtomanypeople 15 Thisis 风雨无阻的野餐 sincewecanmoveindoorsifnecessary around the clockservice acarrot and stickapproach arags to richesman arain or shinepicnic ReadingFocus VocabularyinAction Task3 Fillineachoftheblankswithanappropriatewordfromthebox Changetheformifnecessary P292 Key1 2 3 4 5 6 7 8 9 10 exquisite soothe equivalent literally effective havoc posted notify clumsy autonomously ReadingFocus VocabularyinAction WarrenBuffett TheSage sStory ReadingMore ReadingMore TextExploration CriticalThinking LanguagePoints VocabularyinAction 1 2 3 4 Workingroupstodecidewhetherthefollowingstatementsaretrueorfalseaccordingtothepassage P302 Key 2345678910 F F T F T T T T F F ReadingFocus TextExploration CriticalThinking ReadingMore StepOneWorktogetherwithyourpartnertoanswerthefollowingquestionsbasedonthetextyou vejustread ReadingMore CriticalThinking Inthepassage Buffettisdescribedasapersonwhofeels discomfortwithtechnology and Hismethodsofinvestingandstrategizingwereextremelyoutoffashionandagainstthegraininthedot comexplosionofthelate1990s WecaninferfromthisthatBuffetdoesnothavemuchbeliefinmoderntechnologyandtheInternet DoesBuffett sideasstrikeachordwithyou Wouldyoufollowhisexampletoachievesuccessinthefuture What asyoumayhaveconcludedfromthepassage hascontributedtoBuffett ssuccess StepTwoDiscussingroupsthefollowingquestions ReadingMore CriticalThinking ItappearsthatWarrenBuffettcanalwaysmakeasensiblechoicewhenthereisone Whatdoyouthinkweighsmostinmakingsuchchoices WarrenBuffettwonawe inspiringsuccessby eschewingthetrendyandfaddishinstockinvestment butinmanycaseswefinditmucheasiertoachievewhatwehaveaimedatbyfollowingthefashioninthesamefield ratherthantakingaroadlesstraveled Whatwouldyouchoosetodo gowithoragainstthefashion Useexamplestosupportyourpoints 1 Worthabout 30billion Buffettisoneoftheworld srichestmen secondintheUnitedStatesonlytoGates andoneoftheveryfewofhisclasstoattainsuchfortunesolelyonthestrengthofstockinvestments Para 1 besecondonlyto usedtoemphasizethatsomethingisnearlythelargest mostimportantetc e g Theeurowillhaveacirculationsecondonlytothatofthedollar Thespreadsheetapplicationissecondonlytowordprocessingintermsofpopularity ReadingMore LanguagePoint 2 ThechairmanofOmaha Nebraska basedBerkshireHathaway Buffetthasbeenknowntorefertohisannualstockholders meetingasa Woodstockweekendforcapitalists Para 1 based combineswithnounsreferringtoplacestomeansomethingpositionedorexistingmainlyintheplacementioned oroperatingororganizedfromthatplace e g aWashington basedorganization aLondon basedfirmofaccountants Woodstock originallyreferstoamusicfestival heldoverthreedaysin1969nearthetownofWoodstockinNewYorkState whereabout500 000youngpeoplewenttoseerock pop andfolksingersandbands suchasJanisJoplin JimiHendrix JeffersonAirplane andTheWho Here WoodstockWeekendforCapitalists referstoBuffett sannualshareholders meetingheldinOmahaeveryspring ReadingMore LanguagePoint 3 Ifoneinvestedjust 10 000intoBerkshireHathawayin1965 whenBuffettfirstassumedcontrol bytheendofthecenturyonewouldhaveturnedthatinitialinvestmentinto 50million Para 2 assume 1 Ifoneassumescontrolorresponsibilityetc hestartstohavecontrol responsibilityetc oraparticularpositionorjob e g 将由Jim担任总经理这一职务 JimPatonwillassumetheroleofmanagingdirector 2 tostarttohaveaparticularqualityorappearance totakeone g 在危机关头 这些关系显得尤为重要 Theserelationshipsassumegreatimportanceintimesofcrisis 3 tobebasedontheideathatsomethingelseiscorrecte g Coen seconomicforecastassumesa3 5 growthrate 4 topresume ReadingMore LanguagePoint 4 Bywayofcomparison ifthesameinvestorhadsunkthat 10 000intotheStandard Poor s500stockindexin1965 bytheendof1999itwouldhavebeenworthlessthan 500 000 Para 2 Here sink means spendalotofmoneyonsomething e g Theysanktheirentiresavingsintotheirhouse ReadingMore LanguagePoint 5 Thusit seasytoseewhysomuchoftheinvestmentworldstrainstoheareverywordandscrutinizeeverymoveofWarrenBuffett Para 2 Ifonestrainstodosomething hetriesveryhardtodoitusingallhisstrengthorability e g Shewasstrainingtokeepherheadabovethewater Wehadtostraintohearwhatwasbeingsaid ReadingMore LanguagePoint 6 Equallyfamousashisastronomicalinvestmentsuccesswashisnotorioussournesstowardtheneweconomyanddot commania Para 3 Thisisaninvertedsentence whoseoriginalorderis Hisnotorioussournesstowardtheneweconomyanddot commaniawasequallyfamousashisastronomicalinvestmentsuccess Thissentencemeans hewaswell knownnotonlyforhisdisapprovaloftheneweconomyandthecrazefortheInternetbutalsoforhishugesuccessininvestment ReadingMore LanguagePoint 7 Buffettinlargepartbuilthisreputationbyattractinglike mindedinvestors whowereinitforthelongtermratherthanforquickspeculativeprofits Para 3 Here like minded means havingsimilaropinions ideas attitudes orinterests minded cancombinewithadjectives adverbsornounstoformwordsthatdescribesomeone scharacter attitude opinions orintelligence E g tough minded evil minded academically minded business minded andcareer minded etc speculative isrelatedtothehopeofmakingaprofitbutinvolvingtheriskoflosingmoney 投机的 e g speculativeinvestments投机性的投资 speculative canalsomean basedonguessing notoninformationorfacts ReadingMore LanguagePoint 8 HismethodignoresmacroeconomictrendsandWall Streettipsandwisdom focusinginsteadoncompaniesthatboastsignificantmarketshareandgrowthpotential butwithlowearningsanddepressedvaluation Para 3 Here boast means havesomethingthatisgood e g Thecityboaststwoexcellentmuseums Thisisaregionwhichproudlyboastsitsowndistinctculture boastof about bragabout talkwithtoomuchpridee g Heopenlyboastedofhistalents ReadingMore LanguagePoint 9 BorninOmahain1933 WarrenEdwardBuffettshowedaveryearlyaffinityforrememberingandcalculatingnumbers Para 5 Ifyouhaveanaffinityfor withsb orsth youhaveastrongfeelingthatyoulikeandunderstandsomeoneorsomething e g Samwasborninthecountryandhadadeepaffinitywithnature Humanshaveaspecialaffinityfordolphins affinity canalsomean acloserelationshipbetweentwothingsbecauseofqualitiesorfeaturesthattheyshare e g Thereisacloseaffinitybetweenthesetwospecies ReadingMore LanguagePoint 10 Insteadofpickingupnearlylifelesscompaniescheaply Buffettbegantoexperimentwithbuyingstocksofstillvigorousbutundervaluedcompanies Para 5 Here pickup means makeapurchaseof However itcanhavedifferentmeansindifferentcontexts e g Theeconomyisfinallybeginningtopickupagain We llmeetagaininthemorningandwecanpickupwhereweleftoff ImanagedtopickupanAmericannewsbroadcast Ipickedupafaintsmellofcoffee Thesurvivorswerepickedupbyfishingboatsfromnearbyvillages He salreadypickedupthreemajorprizesthisyear ThephonerangandIpickeditup ReadingMore LanguagePoint 11 Berkshire sbookvaluepershareregisterednearly25percentcompoundannualgainsthroughtherestofthecentury accordingtoCreditSuisseFirstBostonCorp Para 8 1 Inbusiness thebookvalueofanassetisthevalueitisgivenintheaccountbooksofthecompanythatownsit e g Theinsuredvalueoftheai