新编商务英语精读第2册课件1.ppt

unit01,TeachingAim,ReadingI,ReadingII,ExtendedActivities,TeachingAim,TeachingAim,Unit1SportsandBusiness,1.CognitiveInformation（认知信息）:BusinessinSports2.LanguageFocus（内容重点）KeyWords:.giant,revenue,athlete,retain,track,contribute,fit,logo,innovative,boom,reinforce,presence,principle,implement,strategy,endorse,gear,champion;.loom,horizon,endorse,trendy,gym,rugged,sink,fancy,inextricable,pitch,transfer,hiking,TeachingAim,TeachingAim,Unit1SportsandBusiness,Phrases:.moveon,opractice,capitalizeon,contributeto,nameafter,imposeon,contractout,afairshareof,cashin,attheheartof,inturn,dreamof,closeto;.rollin,propup,callin,associatewith,setout,putout,freshenup(with)WordStudy:impose,praise,boom,contribute,implementUsefulStructures:worth(of)n.whiledoingsth.witha.percentmarketshareGrammar:TheFutureExpressions,TeachingAim,TeachingAim,Unit1SportsandBusiness,3.CommunicativeSkills（交际技能）Expressions:Expressionsof“Complimenting”Reading:Catalogues4.LexicalKnowledge（词汇学知识）：suffixes:er,or,ant,ent,ee,eer,ReadingI,ReadingI,Unit1SportsandBusiness,BackgroundInformation,Pre-reading,Text,NewWordsandExpressions,Exercises,Post-reading,Pre-reading,Pre-reading,Unit1SportsandBusiness,Pre-readingI,Pre-readingII,1ExerciseI,Unit1SportsandBusiness,1.Wordsorexpressionsrelatedwithsports:2.Famousbrandsofsportswear:,Pre-readingI,Brainstorming:Workwithyourpartnerandwriteoutwordsrelatedwithsportsandsportswear.,Nike,ReebokAdidasPumaMizunoFILAJansportUmbroBalenoPoloLiNingTorchWolfU2AthletesFeet,1ExerciseII,Unit1SportsandBusiness,Pre-readingII,Pairwork:Discussthefollowingquestionswithyourpartner.,1.Doyoulikesports?Andwhatisyourfavoritesport?2.Whatdoyouusuallywearwhenyouareplayingsports?3.Whichbrandofsportsweardoyoulikemost?4.HaveyouevertriedanyfootwearorclothesmadebyNike?Ifyes,whydidyouhappentopickupNike?5.WhatdoyouthinkaboutNike,oneofthemostfamoussportswearbrandsintheworld?,1-Text-1,Text,Unit1SportsandBusiness,Nike,fromSmallBeginningstoWorldGiant(I),1-Text-2,Text,Unit1SportsandBusiness,2.Subsequently,KnightvisitedJapananddiscoveredamanufacturerwhofittedthemodeloftheidealfirmOnituskaTigerCompany,whichmadeitsowninexpensive,highqualityrunningshoes.,1-Text-3,Text,Unit1SportsandBusiness,3.BackintheUS,Knightgottothinkingthathecouldactuallyputhisknowledgeintopractice,andmakemoney.Hesuggestedtohisoldcollegetrackcoach,BillBowerman,thattheycouldworktogetherusingtheirskillsandinterestsinsportandbusiness,andcapitalizeonthecheapercostofsportsshoesfromJapan.In1964,theyeachcontributed$500toimportTigershoes,whichKnightbegansellingfromhiscarathigh-schooltrackmeets.,1-Text-4,Text,Unit1SportsandBusiness,4.WorriedthattheJapaneseCompanymightfindamoreestablisheddistributor,KnightandBowermandevelopedtheirownbrandname,Nike,namedaftertheGreekwingedgoddessofvictory.TheypaidalocaldesignstudentatPortlandStateUniversity$35tocreatethefamous“Swoosh”logo,andBowermancreatedtheinnovativepatterncalledthewaffle-soledesign,byusinghiswifeswaffleirontoimposethepatternonthesoleoftheshoe.By1972NikebegandesigningitsownshoesandwascontractingproductionouttofactoriesinAsia.Withexcellenttimingandafairshareofgoodluck,thefoundersofNikewereperfectlyplacedtocashinonAmericassportsleisureboomduringthe1970s,whenmillionsofAmericansbeganjoggingandrunningaspartoftheirpersonalcampaignstokeepfitandhealthy.,1-Text-5,Text,Unit1SportsandBusiness,5.Toreinforceitsdominantworldwidepresence,NikespentUS$642millionin1996onadvertisingandpromotion.Butattheheartofitsconstantcampaignisthestarathlete,aprinciplethatwasputinplaceearlyinthehugeAmericancompanysmarketingplans.,1-Text-6,Text,Unit1SportsandBusiness,6.In1973,thenewlyformedcompanyimplementeditsfirst,andmostimportantmarketingstrategy,endorsingitsfirststarathlete,runningstarStevePrefontainewhointurnusedandpraisedNikefootwear.In1985themanwhowouldbecomeoneofNikesbiggestsuccesses,ChicagoBullsrookiebasketballplayerMichaelJordanendorsedhisfirstlineof“AirJordan”shoes.Theendorsementsbystarplayers,encouragingordinaryconsumerstobuythesportsgearofthestarsanddreamofbeingchampionsthemselves,sawNikesellingclosetoUS$1billionworthofrunning,basketball,andtennisshoesin1986,whilecreatingtheirfirstsportsclothesundertheNikelabel.,BackgroundInformation,BackgroundInformation,1.OverviewofsportswearmarketThesportswearindustryincludesbothathleticfootwearandapparel(garments).Inthe1970s,athleticsportswearbegantoevolvefromaproductlineaimedatsmallanduniquemarketsintoamainstreamfashionproduct.Thecleardivisionsbetweenperformanceandfashion,functionandstyle,formalandinformalthatonceexistedhavebecomeincreasinglyblurred.Inthe1980s,theacceptabilityofcasualdressonmoreoccasionspavedthewayforsportsweartomoveintothemainstreamclothingmarket.Thetrendwasaccompaniedbyarealincreaseinsportsparticipation.Mostathleticfootwear(around70%)isboughtforleisure,casualoreverydayuse.Nikeinparticularhasplayedanimportantroleintransformingsportsshoesand,Unit1SportsandBusiness,BackgroundInformation,BackgroundInformation,apparelintoafashionstatement.NikewasnotonlythefirsttohaveitsshoesproducedinAsia;itwasalsothefirstinthemarketingandadvertisingofathleticshoes.Today,practicallyallbrand-namecorporationshaveabusinessplansimilartothatofNikesstrategyoffocusingonthebrandingandmarketingofsportswear.In2003,thetotalworthoftheathleticapparelandfootwearmarketwasestimatedatover58billionUSdollarsofwhichthesportswearapparelsector(41,467)formedamuchlargerpartthantheathleticfootwearsector(17,012).Puma,Fila,Umbro,Asics,Mizuno,Lotto,Kappa,andNewBalance,havebeenlabeled“B”brandsbecause,intermsoftheirmarketshare,theyformasecondrungofmanufacturersinthesportswearindustries,justbelowthe,Unit1SportsandBusiness,BackgroundInformation,BackgroundInformation,marketleadersortheso-called“A”brands:Nike,ReebokandAdidas.Thesportswearindustryisverylaborintensive.Therefore,mostproductiontakesplaceinlow-wagecountries.Themajorityofemployeeswithinthesupplychainsofsportswearcompaniesareyoungandfemaleandtheyinevitablyworkunderunreasonabletermsofemploymentandpoorworkingconditions.Theseincludeshort-termcontractsthatincludenohealthorsocialbenefits,longworkinghoursandunpaidovertime,unhealthyandunsafeworkingconditions,poorwagesduetothefactthatpaymentisoftentiedtounrealisticproductiontargetsorpiece-ratesystems,andredundancypoliciesthatofferinadequateseverancepaycompensation.,Unit1SportsandBusiness,BackgroundInformation,2.TheinternationalathleticapparelmarketTheinternationalathleticapparelmarketisworthnearly415billionUSdollarsatthewholesalelevel.TheUSsportinggoodsmarketistheworldslargest,accountingfor41%oftotalsales,followedbytheEuropeanUnion,whichaccountsforsome38%oftotalsportingapparelturnover.Nike,Adidas,andReebokcomprisesome14%ofthismarket.Theydominatethemarketalmosteverywhere.Meanwhile,Fila,PumaandUmbroeachcompriseapproximately1%ofmarketshare,whileMizunorepresentsapproximately05%.Theotherbrands,suchasLotto,Kappa,NewBalance,representlessthan05%ofmarketshare.Theinternationalathleticapparelindustryislessconcentratedthanathleticfootwearwiththetop20brandsstillmanagingtoaccountforsome36%oftheglobalwholesalemarket.,BackgroundInformation,Unit1SportsandBusiness,BackgroundInformation,3.TheinternationalathleticfootwearmarketWorldwide,theathleticfootwearmarketisworth17012billionwholesale.Whileattheretaillevel,itisworthsome25billion.TheUSathleticsportsshoemarketistheworldslargest,representing47%(or78billion)oftheworldstotalsales,followedbytheEuropeanUnionat31%(5billion).Nike(34%),Reebok,andAdidastogetheraccountfor60%ofthis17billionbrandedathleticfootwearmarket.IntheUS,70%ofthismarketiscontrolledbyNike,ReebokandAdidas.Thiskindofdominanceandconcentrationmeansthereislittleroomforgrowth.Thismeansthatmanyathleticfootwearcompanieshavesoughttoexpandtheirmarketshareelsewhereinternationally(i.e.,Europe,Asia,andLatinAmerica)aswellasinnewproductcategoriessuchassportsequipment.,BackgroundInformation,Unit1SportsandBusiness,NewWordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,NewwordsandExpressions,Notes,LanguageandCultureFocus,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,1.giantn.amanwhoismuchbiggerthanusual巨人2.revenuen.Income收入3.billionn.1,000,000,000十亿4.foundern.apersonwhoestablishessomething创始人5.athleten.apersonwhoisskilledinbodilyexercisesandwhocompetesingamessuchasrunningandjumping田径运动员,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,6.retainv.tokeeppossessionof保持7.trackn.acoursespeciallypreparedforracing跑道8.inexpensivea.lowinprice廉价的；便宜的9.capitalizev.touseasituationtogainsomeadvantageforoneself利用10.contributev.togivemoneyto出资11.logon.asymbolordesignusedbyacompanyasamarkonitsproductandinadvertising标识语,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,12.wafflen.alargecrispsweetcakebakedonaflatiron（烘烤）脆蛋饼13.imposev.topressupon加压印制14.contractv.tosettleorarrangebyformalagreement订合同15.timingn.wayinwhichsomethingisarrangedtohappenataparticulartime时间安排16.boomn.arapidgrowthorincrease激增17.reinforcev.tostrengthenbyaddingmen,materialetc.加强,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,18.dominanta.havingthemostimportantplaceorposition支配的19.presencen.beingintheplace在场20.principlen.aruleusedbyapersonoragroupasaguideforaction准则21.implementv.tocarryout;toputintopractice贯彻；执行22.strategyn.aparticularplanforwinningsuccessinanactivity策略,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,23.endorsev.toplaceonessignatureonacontracttogiveapprovalofsomething认可24.footwearn.shoesandboots鞋25.rookien.anewcomer新来者26.gearn.(colloq.)clothes服饰27.championn.apersonorateamunbeatenincompetitionsofcourage,strengthorskill冠军,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,1.moveontogoforward继续前进2.putintopracticetocarryout实施；实行3.capitalizeontouseasituationorsomethinggoodthatyouhave,inordertogetanadvantageofyourself获利4.contributetotooffermoneyorhelp贡献；出资5.nameaftertogivethenameofanotherpersoninordertohonorthelatter以命名6.imposeontoforcesomethinguponanother加压印刷；强加,NewwordsandExpressions,Unit1SportsandBusiness,NewWordsandExpressions,7.contractouttosignanagreementtohaveajobdonebysomeoneelseoranoutsidefirm立约（将工作）外包8.a/onesfairshareofthepartthatshouldbelongtoaparticularperson应得的一份9.cashin(on)totakefulladvantageof;benefitfrom利用；从中获利10.attheheartofinthecenterof在中心11.inturninexchangefor作为交换12.dreamoftoimagine(sth.)梦想13.closetonearly;almost几乎,Notes,Unit1SportsandBusiness,1.fromsmallbeginningstoworldgiant:Nikewasonceasmallbusiness.It,however,hasgrownintooneofthemostsuccessfulgiantcompaniesintheworld.2.atopathlete:averygoodathlete.3.fittedthemodeloftheidealfirm:hadallthenecessaryqualitiesofafirm.4.tocapitalizeonthecheapercostofsportsshoesfromJapan:togainprofitbyimportingcheapersportsshoesfromJapanwheretheproductioncostwascomparativelylower.5.trackmeets:aseriesoftrackeventcompetitionssuchasracing,walking,cf.fieldevents.,Notes,Notes,Unit1SportsandBusiness,6.wingedgoddess:goddesswithwingsonhershoulders.Nikewasoriginallythenameoftheancientgoddessofvictory.7.Swoosh:thefamouslogousedbyNike,whichwascreatedinthe1960sfor$35byadesignstudentatPortlandStateUniversityinOregon.8.Waffle-soledesign:adesignmadebypressingaflatwaffleirononthesoleofashoe,sothatthepatternofthewaffleironisprintedonthesole.9.wascontractingproductionouttofactoriesinAsia:.wasmakingagreementswithfactoriesinAsiaforthemtoproduce(theshoes),ratherthanproducing(theshoes)initsowncompanyintheUS.tocontract(productionwork)out:toemployanothertodoitratherthandoingititself.,Notes,Notes,Unit1SportsandBusiness,10.excellenttiming:seizethebesttimetodosomething.11.afairshareofgoodluck:haveareasonableproportionofgoodfortune.12.tocashinonAmericassportsleisureboom.:tomakeprofitfromtheAmericanpeoplesrapidgrowingenthusiasmindoingsportsatleisuretime.13.attheheartofitsconstantcampaignisthestarathlete:Thetopathleteisthecenterofthesalepromotingandadvertisingactivities,andtheimageofthesesportsstarshelpbringthecompanytothefocalpointofthepublicattention.Thesubjectofthissentenceisthestarathlete.Thephrase“at.campaign”isplacedatthebeginningofthesentenceforemphasis.,Notes,Notes,Unit1SportsandBusiness,14.Theendorsementsbystarplayers,.sawNikeselling.:ThewholesentencemeansthatwiththesupportofthetopathleteswhoworeNikesportsshoes,sportsfanswereencouragedtobuymanyNikeproductstoimitatetheiridealmodels.Asaresult,Nikeboomedinbusiness.Thesubjectofthesentence“theendorsement.”isseparatedfromtheverb“saw”bythe-ingparticiplephrase“encouraging.”whichmodifiesthesubject“theendorsement.”Theverb“saw”inthissentencemeans“witnessed.”e.g.Lastweeksawadropinstockmarket.,Notes,giant,Unit1SportsandBusiness,LanguageandCultureFocus,giant:1）adj.extremelylarge.特大的;巨大的e.g.agiantUSelectroniccorporationgiantpanda大熊猫2)n.amanwhoismuchbiggerthanusual.巨人3)n.apersonofgreatability.伟人;卓越人物e.g.sportinggiantsofthepastShakespeareisagiantamongwriters.,revenue,Unit1SportsandBusiness,LanguageandCultureFocus,2.revenue:n.income,esp.thatwhichthegovernmentreceivesastax.收入；国家的税收；岁入e.g.Thegovernmentwasshortofmoneybecauseoffallingoilrevenue.,athlete,Unit1SportsandBusiness,LanguageandCultureFocus,3.athleten.apersonwhopracticesathletics.运动员e.g.sportsathletes相关词athleticadj.oforconcerningathletesorathletics.（无比较级）运动的；运动员的adj.强壮灵敏的；似运动员的e.g.ofathleticbuild像运动员般的体格athleticsn.thepracticeofphysicalexercisesandofsportsdemandingstrengthandspeed,suchasrunningandjumping.体育；（田径）运动e.g.anathleticsclub/meeting体育俱乐部；运动会,moveon,Unit1SportsandBusiness,LanguageandCultureFocus,4.moveon1）togoawaytoanotherplace.离开；到另一个地方e.g.Wewillmoveontodiscusstheotherquestionafterwehavesolvedthisone.Thedrunkwasannoyingpeople,sothepolicemanmovedhimon.2）tochange(tosomethingdifferentornew).更换话题（工作等）；有了新变化e.g.Ithinkwevetalkedaboutthatsubjectenough;letsmoveon.Inmydayyoucouldonlygettheminblack-and-white,butthingshavemovedonsincethen.,retain,Unit1SportsandBusiness,LanguageandCultureFocus,5.retainvt.tokeeppossessionof;avoidlosing.保留；保持；保有e.g.Shetriedtoretainherself-control/balance.Thisvillagestillretainsitsoldworldcharacter.Hisbusinesshasbeentakenoverbyabigcorporation,buthestillretainssomecontroloverit.,track,Unit1SportsandBusiness,LanguageandCultureFocus,6.track1)n.acoursespeciallypreparedforracing.(比赛用的)跑道e.g.aracetrack2)n.thecourseorlinetakenbysomethingasitmovesortravels.(物体移动的)路线；轨迹e.g.Thesenewweathersatellitescanfollowthetrackofstorms.Thatsoneapproachtotheproblem,Isuppose,butpersonallyIthinkyoureonthewrongtrack.3)n.alineorsetofmarks.足迹；踪迹；痕迹e.g.Thedogfollowedthefoxstracksintothewoods.Hesescapedfromtheprison,butthepoliceareonhistrack(=followinghim,esp.bylookingforhistracks).4)vt.tofollowthetrackof.追踪；跟踪e.g.Theytrackedthecriminaltohishidingplace.aspacetrackingstationsystem太空跟踪站系统,track,Unit1SportsandBusiness,LanguageandCultureFocus,相关搭配trackandfield:田径运动trackevents:径赛项目ontherighttrack:想得对；做得对onthewrongtrack:想得不对；做错keep/losetrackof:了解/不了解的动态；掌握/失去的线索e.g.IlosealltrackoftimewhenIlistentothismusic.Itisdifficulttokeeptrackofallthenewideasanddevelopmentineducation.trackofrecord:（迄今为止的）成绩记录；业绩记录e.g.Thecompanyhasagoodtrackofrecordintheexporttrade.,putintopractice,Unit1SportsandBusiness,LanguageandCultureFocus,7.putintopractice:tocarryout.付诸实施e.g.Wevemadeourplans,butnowwemustputthemintopractice.,capitalizeon,Unit1SportsandBusiness,LanguageandCultureFocus,8.capitalizeon:tousetoonesadvantage.（为自己的利益而）利用e.g.Shecapitalizedonhismistakeandwonthegame.,nameafter,Unit1SportsandBusiness,LanguageandCultureFocus,9.nameafter:togivethenameofanotherpersoninordertohonorthelatter.以命名e.g.ThehamburgerwasnamedafteraGermanfoodcalledHamburgsteak,notbecauseitcontainsham,butinthemeaningof“fromHamburg”.Therearemanyplaces,includingschoolsandstreets,namedafterJohnMuir.BudweiserbeerisnamedafteraCzechtown.,logo,Unit1SportsandBusiness,LanguageandCultureFocus,10.logo:n.asymbolordesignusedbyacompanyasamarkonitsproductandinadvertising.标识；标志e.g.TheLongmanlogo,asmallsailingship,isonthecoverofthisbook.,innovative,Unit1SportsandBusiness,LanguageandCultureFocus,11.innovative:adj.newlyinventedorintroduced;differentfrom,andesp.betterorcleverthan,previousones.新发明的；革新的；有革新精神的e.g.innovativeprintingtechniquesinnovativeideas相关词innovate:vt.tomakechanges,introducenewideas,inventions,etc.改革；革新；创新innovationn.anewidea,method,orinvention.新观念；新方法；新发明e.g.recentinnovationsinprintingtechniquesn.theintroductionofnewthings.改革；革新；创新e.g.Ifourindustriesshyawayfrominnovation,wewillnevercompetesuccessfullywithothercountries.,contractout,Unit1SportsandBusiness,LanguageandCultureFocus,12.contractout:(ofacompany,organization,etc.)toarrangebyformalagreementtohavea(job,services,etc.)donebyanothercompany.（公司、组织等）订合同把（工作等）承包出去e.g.Manycouncilsarecontractingoutservicessuchasrubbishcollectiontoprivatecompaniesasawayofcuttingcosts.,afairshareof,Unit1SportsandBusiness,LanguageandCultureFocus,13.afairshareof:haveareasonableproportionof.e.g.Ifyouwantashareof/inthepay,youwillhavetodoyourfairshareofwork.Sheshadmorethanherfairshareofproblemsrecently.Youvesurehadeveryshareofyourbadluck,haventyou?LondonneedsafairshareofGovernmentfunding.Dontallowmergersiffarmersarentpaidafairshareoftheretailprice.,cashin(on,Unit1SportsandBusiness,LanguageandCultureFocus,14.cashin(on):totakefulladvantageof;benefitfrom.利用；从中获利e.g.Thecompanycashedinonitsrivalsdifficultiesbydoublingproduction.HongKongsharesclosedlowerasinvestorscashedinongainsaccumulatedoverthepreviousthreedays.SomecomputershopscashedinonthefearoftheMillenniumBug.,reinforce,Unit1SportsandBusiness,LanguageandCultureFocus,15.reinforce:vt.tostrengthenbyaddingmen,material,etc.加强；加固e.g.reinforcedconcrete钢筋混凝土Newspaperslikethistendtoreinforcepeoplesprejudices.Theirargumentsarestronglyreinforcedbythelatesttradefigure.相关词reinforcementn.加强；加固e.g.Thewallneedssomereinforcement.,presence,Unit1SportsandBusiness,LanguageandCultureFocus,16.presence：n.beingintheplace.在场；出席；存在e.g.Shewassoquietthatherpresencewashardlynoticed.YourpresenceisrequestedattheclubmeetingonMonday.Heneverseemedateaseinmypresence.TheconcertwillbeperformedinthepresenceoftheQueen.相关词present:adj.（notbeforenoun）inaparticularplace.出席的e.g.F