3 Michael Dell’s Two-Billion-Dollar Dream 教案及讲义.doc

Lesson ThreeMichael Dells Two-Billion-Dollar Dream1 授课时间: 第7周2次课；第8周2次课 2授课类型: 理论课三次；习题课一次3授课题目: Michael Dells Two-Billion-Dollar Dream4 教学目的、要求: A) Teach students words and expressions about business and trade.B) Teach students words or expressions concerning computer technology.C) Get the students to learn from the success story of Michael Dell the qualities that contribute to the success.5教学重点及难点: 1）背景知识的传授：美国杂志读者介绍；2）文章的体裁分析，段落划分和电脑词汇的掌握；3）语言点的理解： Word study: words: prospect; hefty; markup; surplus; excess; inventory; vengeance; painstakingly; figure; youngster; drive; confess; edge;Phrases: a maze of; attach to; join in; call it a day; reel in; be imbued with; figure out; get out of; in prospect; with a vengeance; heap up; come to grips with; specialize in; keep pace with; pan out; edge out; 词缀-ship; Grammar focus: Grammatical functions of the infinitives; Appositive clauses vs. relative clauses; tenses (comprehensive)6. 教学基本内容纲要，教学方法、手段，实施步骤： A内容纲要: 1) 背景知识及作者的介绍 2) 文章结构和段落划分3) 课文分析4）习题讲解B教学方法和手段：以学生为主体，教师为主导，课堂上开展以任务为中心的形式多样的教学活动，在加强基础训练的同时，采用启发式、讨论式、发现式和研究式的教学方法，充分调动学生的积极性。以课堂教学的内容为基础，引导学生探讨他们应具备什么样的素质才能帮助自己成功实现理想。 C实施步骤：1)口语练习 2)背景知识及作者的介绍 3)文章结构和段落划分 4)课文语言点的讲解5)习题的讨论7作业、讨论题、思考题:完成课后练习;多看英语报刊杂志及英语经典小说，扩大阅读量；精听与泛听相结合，逐步提高自己的听力水平；积极参加英语角等有助于提高英语口语的活动；坚持用英语写日记；做一些专四相关练习；做一些翻译练习8参考资料（含参考书、文献等）:1) 杨立民主编,现代大学英语精读（3）教学用书。北京：外语教学与研究出版社,2002。2) 梅仁毅主编,现代大学英语精读（3）教师用书。北京：外语教学与研究出版社,2002。3) 李观仪主编，新编英语教程（第三、四册）。上海:上海外语教学研究出版, 1999。4) 黄源深，虞苏美等主编，综合英语教程（1-4册）。北京：高等教育出版社，1998。 5) 高等学校英语专业英语教学大纲，北京：外语教学研究出版社，2000。6) Judy Pearsall主编，新牛津英语词典。上海：上海外语教育出版社，1998。7) 丁往道、吴冰等编著，英语写作手册。北京：外语教学与研究出版社。8) 张道真，现代英语用法词典（重排本）。北京：外语教学与研究出版社，1994。9) 张道真，温志达, 英语语法大全上、下卷。北京：外语教学与研究出版社，1998。9 课后小结 第六周因国庆节放假而冲掉一周。Lesson ThreeMichael Dells Two-Billion-Dollar DreamPart I Warm up1.1 Warming-up Qs1. What is your dream? Is it a dream about money? 2. What is your idea of “success”? What is the criterion to measure success, according to the money he earns, his position, his reputation or something else ? 3. What kind of person is considered as a success? What qualities do you think a person should have to be successful? 1.2 DictationSuccess can be reached in different ways by people in different careers. Listen to the passage and fill the missing words.Indispensable Qualities Contributing to SuccessIf we look for role models and inspiration to guide us toward our dreams of success, we might find that every successful person demonstrates the special qualities which have contributed to their success.Trust Our word is good. We keep our comittments to each other and to our stakeholders. IntegrityWe do the right thing without compromise . We avoid even the appearance of impropriety . HonestyWhat we say is true and forthcomingnot just technically correct. We are open and _transparen technically_ in our communications with each other and about business performance. Judgement We think before we act and consider the consequence of our actions. RespectWe treat people with dignity and value their contributions. We maintain firmness in all relationships. Courage We speak up for what is right . We report wrongdoing when we see it.ResponsibilityWe accept the consequences of our actions. We admit our mistakes and quickly correct them. We do not retaliate against those who report violations of law or policy.Part II Background Information2.1 Readers DigestLarge Print Edition: Americas most popular magazine, with over 50 million readers. Each issue is packed with easy-to-read articles that help everyone lead better and more healthy lives. The richness and diversity of the Readers Digest magazine is one of Americas last great values in large easy-to-read print. 12 Issues Published Monthly Cover Price: $39.00 Related Categories: Entertainment & TV News EnrichmentThe magazine was the brainchild of William Wallace (18891981) and his wife, Lila Wallace (18871984). They had long held that much American journalism was too verbose and that too many interesting stories escaped public attention because they appeared in small, specialized magazines. They believed there might be a market for a digest-sized magazine that both reprinted and condensed articles originally published elsewhere. After failing to interest any publisher, the couple decided to put out the magazine themselves and printed 5,000 copies from their Greenwich Village apartment. The first issue of Readers Digest appeared in February 1922. In 1929 the magazine, which had been sold exclusively by mail, first appeared on newsstands, and its circulation reached 62,000. During the 1940s and 1950s the company expanded circulation to Latin America and Europe and launched the Readers Digest Condensed Books division. The magazine began to include advertisement only in 1955 and never accepted ads for tobacco products; alcoholic beverage advertising was permitted in 1979. The magazine underwent a stylistic makeover in 1998, adding more photographs and artwork and moving the table of contents off its traditional place on the front page. In 2002 the magazine had 12 million subscribers and the Readers Digest Association had revenues of $2,400 million. There are approximately 1,000 workers at the global headquarters in Chappaqua.2.2 Fortune 500 Fortune Magazine is published biweekly and may also publish occasional extra issues.Fortune Magazine is published biweekly and may also publish occasional extra issues.The 500 richest people in the world listed by Fortune Magazine on annual basis. The complete list includes detailed company and industry information, top performers and CEOs, and also views company profiles and up-to-the-minute stock performance.Dells name appeared on the list for the first time in 1992, thus becoming the youngest CEO of a company ever to earn a ranking on the Fortune 500.BMW Logo of UPS （美）包裹联合服务公司IBM (International Business Machinery) （美）国际商用机器公司Motto: You invent, you build, you sell. What IBM will do is that you go out and you listen, you solve, you craft. Its different.2.3 University of TexasThe University of Texas in Austin is a major research university with more than 48,000 students, 2,700 faculty and 17,000 staff members. From teaching and research to public service, the universitys activities support its core purpose: To transform lives for the benefit of society through the core values of learning, discovery, freedom, leadership, individual opportunity and responsibility.2.4 The Houston PostThe Houston PostThe Houston Post was established on February 19, 1880, by Gail Borden Johnson. Later because of financial troubles, the paper was sold and finally the publication ceased in 1884. In 1885, the Houston Morning Chronicle and the Houston Evening Journal combined, established the present Houston Post. The use of the typesetters made the Post a modern pioneer. Largely on the advertising revenue, the company operated both the radio station and television station KPRC. In the 1970s the paper again became a pioneer with its use of computer-set type. In the 1990s the paper was sold to the Media News Group. The Houston Post continued to grow in prestige and circulation.2.5 ThanksgivingOn the fourth Thursday of November every year, Americans celebrate Thanksgiving Day. The day is a national holiday which is observed as time to give thanks to God for the blessings.Legend had it that Pilgrims, fleeing religious persecution and for the national identity, set sail for the New World on a ship called the Mayflower in Sept. 1620.In November, they arrived at Plymouth Harbor, Massachusetts State in the northeast America. The winter was so devastating to them that only half survived.Next year, in Oct. 1621, with the help of local Indians, they had the first harvest of corn, fruits and vegetables, enough to put away for winter. So they invited Indian friends to join in a large feast to share in the bounties of land. But it was believed that the real beginning of the present Thanksgiving Day originated from their 3rd year when they again suffered little crop because of a hot and dry summer. Governor ordered a day of fasting and prayer, and it was soon thereafter that the rain came. To celebrate the blessingNovember 29th of that year was proclaimed a day of thanksgiving for giving thanks to God for surviving the winter, and successful harvests.In 1863 President Abraham Lincoln issued a Thanksgiving Day proclamation, designating the fourth Thursday of each November as the national day of thanksgiving. It is the custom to have a great feast at home for Thanksgiving holiday. Traditional foods include cranberries, sweet potatoes, Indian bread pudding. Among them, roast turkey and pumpkin pie are the special dishes. Some people may attend religious services to mark the day.2.6 Michael DellMichael Dells Resume(omitted)Background about Michael DellMichael Dell started selling computers from dorm room 15 years ago, later he dropped out to found a company in 1984 with $1,000 and an unprecedented idea to build relationships directly with customers. He built an empire, and created fantastic legend: as the founder and CEO of Dell Computers, a big-time supporter of George Bush and the American military, he is one of the largest personal computer distributors in the country.Dell is a premier provider of computing products and services to customers from consumers to the worlds largest corporations, including many of the companies on the Fortune 500. With the addition of Dell to this list in 1992, Mr. Dell became the youngest CEO of a company ever to earn a ranking on the Fortune 500. His story of the rise of the company and the strategies he has refined apply to all businesses. he attitude to keep Dell the worlds biggest seller of PCs.Part III Text Appreciation3.1 Text Structure Part 1 (paras.1-3): The author begins the text with an episode to show some qualities for success. Part 2 (paras.4-28): He boosted into a firm in start-up process and his transitional period.Part 3 (paras. 29-33): The author shows us Dells private life, charitable work and Dells ideas.3.2 Text ThemeThe boy was able to turn himself into a multibillion-dollar tycoon in a matter of a few years.His success demonstrates the qualities that have contributed to the dramatic success.The success is the result of his toil and sweat.3.3 Text AnalysisPart 1 (paras. 13)Question 1: What is the episode in his childhood?In spite of being teased for not using fishing pole, Dell used a trotline (fishing device to which several hooks could be attached) to get more fish than others had caught all together.Question 2: What qualities did Dell have?“Dell sat on the beach, painstakingly putting trotline”qualities he shows: careful, ready to do sth. with great effortHe uses trotline different from other common fishing poles qualities he shows: creative, intelligent, trying to experience new ideas and willing to take risks He kept working when the family told him “you are wasting time” and teased himqualities he shows: determined, tenacious and persevering Part 2 (paras. 428)a) High school year (paras. 89)Question: What did he do to earn $18,000?He sold subscriptions to the Houston Post.How did he make it? He identified his potential consumers the newlywedsHe reached them By copying names and addresses of newlyweds and storing into computer.Dell made customers buy it Special service by sending a personalized letter, and offering a free two-week subscription.b) University year (paras.1019): How did Dell start business?1st stage (paras. 1011):He identified the markets need and boosted into firm.Consumers wanted low-cost computer custom-made to their needs.Dealers wanted to sell more computers from their excess inventory.Dell bought dealers surplus stock at cheap price and added features to machinessouped-up models.Question 1: How did he boost into a firm?advertisement: placing the local advertisement. marketing skills:1.5% off retail price to customers. Targets:focusing on the businesses, doctorsoffices and law firms. Question 2: What are the qualities he demonstrated?sensitivity to advertisementa good sense of marketing 2nd stage (paras. 1219)Question 1: What happened during thanksgiving break in his first college year? His parents asked him to continue his study. Question 2: What happened over spring recess? Dell and his parents made a deal. They agreed that Dell dropped out of school.Result: Dell started selling computers with a vengeance.c) After univesity years1st stage (paras. 2023): start-up processQuestion 1: How did Dell run the business?He rented a one-room office on a monthly lease.He hired his first employee handling finance and administration.He sketched advertisement on the back of pizza box. He specialized in customized computers.Question 2: How did he keep the business efficient?He moved to larger quarters and hired more staff.He delivered goods at cheaper prices by UPS trucks.He offered unique features that customers need.He kept inventory and overhead low.2nd stage (para. 24): TransitionQuestion 1: What happened to him after he had established the firm?His manager left the company.Question 2: How did he handle the crisis?He learned the accounting basics himself, which later proved invaluable in his career.Question 3: What were the qualities he demonstrated?Positive attitude, ready to overcome difficulties.Optimistic attitude towards the difficulties.3rd stage (paras. 2526) SuccessQuestion: What did he do in order to outcompete his rivals?marketing strategies:money-back guarantee to win the trust from the customersnext-day on-site service to show the commitment to the service24-hour-a-day toll-free line to reduce time in after-sales service and keep close relation with customers4th stage (paras. 2728):Landmark:Dell quit dealing in souped-up version of other companies products, and started designing, assembling and marketing his own.The scale of his business:5,500 employeesover $2 billion revenuesubsidiaries in 16 countriespersonal fortune betw. $250 million and $ 300 millionPart 3 (paras. 2933)Dells personal life: He led a quiet and normal life.He encouraged people to try to achieve their dreams. 3.4 Sentence ParaphrasePara. 8 Newlyweds, he figured, were the best prospects. He guessed that newly-married people were the most likely to buy the subscriptions. prospect (前景): a person or plan or job that has a good chance of success in the futuree.g. I think the best prospects for our products are in Asia.The trade between the two countries has a bright prospect.Para. 8 then sent a personalized letter offering each couple a free two-week subscription. Personalized letter:letter addressed to you by your own name. then Dell sent a letter on which the receivers name was written to each couple offering two-week newspaper free of charge.Para. 11 Dell knew that IBM required its dealers to take a monthly quota of PCs.Dell knew that IBM required its dealers to sell a certain fixed number of personalcomputers every month. Para. 13 After one month he started selling computers againwith a vengeance. After one month he started selling computers againeven on a larger scale or with a greater effort.Para.19 But no matter what they said, Dell stuck fast.stick fast to a belief/idea, continue to believe sth. although it is difficult But no matter what they said, Dell stood firm. He didnt give up.Para. 23 Customers phoned orders to an 800 numbers, an 800 numbers: all toll-free lines in the USA begin with 800Customers made toll-free calls to order computers.Para. 24 Just when it seems the sky was the limit.Limit : e.g. There was no limit to what you could achieve.It seemed that he was about to do anything he wanted.Para. 25 Dell gave his customers money-back guarantees.money-back guarantees: Guarantees given to customers that if they are not satisfied with the product, they will get their money back, often no questions asked.Para. 25 He also realized that when a computer is down, the customer wants it back up and working right away. when a computer is down: when a computer isnt working/ when a computer breaks downthe customer wants it back up : The customer wants it back to its original state and in good working condition again.Para. 25 So Dell guaranteed next-day on-site service for his products. So Dell promised to bring service to wherever the customer is using their product right the next day. Para. 28 Even if they dont pan out. Even if they dont produce anything, or they are not practical.Para. 30 Theres too much of an entitlement attitude nowadays. entitlement attitude : an attitude showing that you think you are entitled to everything, that is, you think you have t