新境界-综合教程1课件unit1

1、new wisdom english for careers新境界职业英语新境界职业英语综合教程综合教程 unit 1 presenting a company新境界职业英语新境界职业英语 综合教程综合教程 part i text a part ii applied writing part iii text b part iv reading skillsunit 1 presenting a companypre-reading activitiesreading of the textgrammar reviewtask 1task 2mini text task 4 comprehen

2、sion task 1task 2vocabulary syndicate activitiestask 3task 4task 5translationtask 6task 7task 3 part i text atask 1task 2task 3task 4task 5task 6comprehensive exerciseshomebackground informationtext awork in groups of four. talk about the following logos and put them into broad categories in the tab

3、le below. task 1backpre-reading activitiesbacktask 1backtask 1categoriesbrands automobiles computers food clothingland rover, porsche, toyota dell, sony, apple hagen-dazs, pizza-hut, walls levis, calvin klein, adidas 1. which brands are you familiar with? 2. which countries do you know they are from

4、?3. what products do these brands represent?4. what is your favorite brand? why? 5. introduce one of the brands briefly to your class according to the guideline below: products history yearly sales or profit task 1backnow discuss the questions below and then report the result.a) _: clothing for spor

5、tsb) _: instructor or trainer in a sportc) _: one who participates in a running race d) _: a person who does a sporte) _: sketch or plan f) _: a person or a company that makes a product sportswear coach track runner athlete designmanufacturertask 2backread the following mini text and find the words

6、or expressions that match the context meaning given. mini text para. 1 phil knight, a track runner, started nike in 1958. his idea was to create good american running shoes. phil knight and his coach designed running shoes, and had a shoe manufacturer create them. para. 2 then the brand was called b

7、lue ribbon sports. knight later changed the name to nike after the greek goddess of victory, and the swoosh logo was added. back nikemini text para. 3 today, nike not only produces shoes, but also produces sportswear. para. 4 its popularity is due largely to the use of nike shoes by famous athletes

8、such as michael jordan. since almost all the famous athletes use its products, nike does not have a hard time selling its products.back1. who designed nike shoes? 2. what was nike called before being renamed?work with your partner and answer the following questions according to the mini text. phil k

9、night, a track runner, designed nike shoes. before being renamed, nike was called blue ribbon sports. task 3back3. what does the nike logo represent?4. what does nike manufacture? 5. why is nike so popular?nike mainly manufactures shoes and sportswear. the nike swoosh logo represents the wing of the

10、 famous greek goddess of victory. nike is popular because it is used by famous athletes such as michael jordan. backfill in the blanks in the following summary of text a with words given in the box. legendsoughtsportswearoutperformsavailabilityoutletstask 4back word tipstrack runner n. 径赛运动员径赛运动员 co

11、ach n. 教练教练 design v. 设计设计 manufacturer n. 制造商制造商sportswear n. 运动服运动服 athlete n. 运动员运动员 back word tipstrack runner n. 径赛运动员径赛运动员 coach n. 教练教练 design v. 设计设计 manufacturer n. 制造商制造商sportswear n. 运动服运动服 athlete n. 运动员运动员 back notesphil knight: the co-founder and chairman of nike, inc. （菲尔耐特，耐克公司创始人兼总裁

12、。） backnotesswoosh logo: the nike swoosh logo symbolizes the wing of the famous greek goddess of victory. (耐克旋风标志，象征著名的希腊 胜利女神的翅膀。)backtranslation of mini text para. 1 菲尔耐特，曾经的竞赛运动员，于1958年创建了耐克品牌。他创建耐克的初衷就是为了制造出舒适的美国跑鞋。最初，他和教练一起设计了跑鞋，然后找了一家鞋业制造商进行生产。 para. 2 稍后，他们给这个牌子取名为“蓝丝带运动鞋”，不久，源于古希腊胜利女神的形象灵感，耐

13、特把这个品牌更名为耐克，并添加上了经典的旋风标识。backtranslation of mini text para. 3 如今，耐克已不限于生产鞋，产品扩及到运动服系列。 para. 4 耐克之所以广受欢迎，得益于一大批有名运动员都使用耐克产品，如大名鼎鼎的迈克乔丹。几乎所有的大牌运动明星都在使用耐克产品，所以耐克从未在销售方面遇到困难。back reading of the text backadidasbackbrand: a brand is the identity of a specific product, service, or business. a brand can ta

14、ke many forms, including a name, sign, symbol, or slogan. a legally protected brand name is called a trademark. brand image is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service.v background informationbac

15、klogo: a logo is a graphic mark or emblem commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. logos are either purely graphic (symbols / icons) or are composed of the name of the organization (a logotype or word mark).v backgroun

16、d informationtext a para. 1 adidas, one of the leading sports brands in the world, has turned 60 on august 18, 2009. para. 2 it still seems an unlikely story: a modest shoemaker called adi dassler from a small rural town in germany developed a range of sports products so original and so perfect that

17、 they are sought by athletes from all over the world. 12backadidastext a para. 3 he created a brand as great as any in the world. an unlikely story, but not impossible. impossible is nothing. para. 4 for adidas, it all started with shoes. shoes that, one day, would tread wimbledon, win medals at the

18、 olympic games, and the fifa world cup. athletes, record-breakers, and champions would wear them. back3text a para. 5 today, adidas is the worlds number one sportswear company with a total sales of 10.3 billion and profit growth of 9% in 2007. things are now definitely on track and, if the current m

19、arketing slogan, “impossible is nothing”, is anything to go by, the company is doing very well. this is not surprising when you consider that adidas now continuously outperforms the rest of the sector and has enjoyed eight years of continuous double-digit net income growth. 45backtext a para. 6 adid

20、as has developed high-performance sports lines in collaboration with stella mccartney, yohji yamamoto, porsche design, and rolland berry. alongside providing performance products, adidas understands that consumers make purchase decisions based not only on brand but also on availability, convenience,

21、 and extent of product offering. back6text a as a result, the company has been improving its distribution plan, concentrating on expanding its own outlets or “controlled” space and improving retail relationships. now there are over 1,000 adidas stores around the world and, in the run up to the beiji

22、ng olympics, the company opened an average of two stores a month in china. by 2010, the aim is to make at least 30% of the groups profits through controlled space. back7text a para. 7 to keep its brand in the public focus, adidas has also sponsored sportsmen and sportswomen for many years. in 2008,

23、295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8 golfers all benefited from its three stripe logo. one of the first well-known endorsers of adidas equipment was american running legend jesse owens, the gold medalist at the 1936 summer olympics. as well as sponsoring

24、the beijing olympics, adidas is also supporting the 2012 olympic games in london in a deal worth around $200 million: in this sector such brand awareness is important. back1. what is adidas famous for? 2. who first made adidas shoes?3. where was adi dassler from? comprehensioncomprehension adidas is

25、 famous for sportswear. adidas shoes were first made by adi dassler.adi dassler came from a small rural town in germany.task 1task 1back4. what kind of sports line is adidas famous for producing? 5. in what way can the other sports companies not compete with adidas? adidas is famous for producing hi

26、gh-performance sports line.backthe other sports companies cannot compete with adidas in its total sales.6. what are two of adidas marketing tactics?7. why does adidas sponsor olympic games? adidas two marketing tactics are outlet expansion and retail relationship management.adidas sponsors olympics

27、games to create brand awareness.back8. who was one of the first well-known endorsers of adidas equipment? jesse owens was one of the first well-known endorsers of adidas equipment.backtask 2task 2back1. from which product did adidas start its business? a. trousers.b. jackets. c. shoes.d. t-shirts.2.

28、 adidas celebrated its anniversary in _. a. octoberb. may c. augustd. november3. based on the above text, the slogan of adidas is_. a. “dont live a little, live a lotto” b. “live to nike” c. “the joy of adidas” d. “impossible is nothing”back4. in the first sentence of paragraph 7, “its” refers to_.

29、a. outlets b. partners c. adidasd. beijings5. the 295 footballers, 64 rugby players, 71 tennis players, 24 basketball players and 8 golfers received _ from adidas in 2008. a. sponsorshipb. gifts c. subsidiesd. books6. what kind of sport was jesse owens famous for? a. golf.b. football. c. rugby.d. ru

30、nning.back7. there are over _ adidas stores around the world. a. 200 b. 700c. 1000d. 8008. to keep itself in public focus, adidas sponsors men and women from _. a. fashionb. sales c. sportsd. advertising vocabularyvocabularytask 3task 3back1. jesse owens is an american _.2. adidas has enjoyed eight

31、years of _ double-digit net income growth. 3. the company has expanded its _ to more than 1000 around the world.legendcontinuousoutletstask 4task 4backcontinuous endorse outlet tread athlete logo legend modest 4. adi dassler was a _ shoemaker from a small rural town in germany. 5. adidas uses three

32、stripes on its _. 6. adidas has many well-known _ for its equipment. 7. adidas shoes have _ many major events in the world like wimbledon, olympic games, and the fifa world cup.8. adidas shoes have been worn by many _ throughout the world.modestlogoendorserstroddenathletesback syndicate activitiessy

33、ndicate activitiesretailconvenience store established by sam walton in arkansas in 1962 started as an ice house in dallas, texas in 1927 over 7,800 stores globally operate over 29, 300 7- eleven stores task 5task 5back1. adi dassler _. (创造了一个世界级的伟大品牌) (create, as great as)2. a man from a small town

34、of germany _ _.(开发了一系列完美的运动产品) ( developed, range) translationtranslationcreated a brand as great as any in the world task 6task 6back developed a range of perfect sports products 3. adidas is doing very well, _ _. (并且证实了它的营销 标识语“没有什么是不可能的。”) (prove, slogan)4. adidas understands that consumers make

35、purchase decisions based not only on brand _ _(而且也 起决于产品的可得性、方便程度以及产品提供的范围。) (availability, product offering)back proving its marketingslogan “impossible is nothing” but also on availability, convenience and extent of product offering 5. adidas _ _ (在北京奥运 会前平均每个月在中国开两家店). (an average of, in the run

36、up to)6. _(为了使它的品牌 保持受公众关注), adidas has also sponsored sportsmen and sportswomen for many years. (in the public focus) opened an average of two stores a month in china in the run up to the beijing olympics to keep its brand in the public focus back 阿迪达斯现在制造各种跑鞋，而且很受运动员的欢迎。阿迪达斯现在制造各种跑鞋，而且很受运动员的欢迎。除此之

37、外，他们制造的功能性服装也在赛跑运动员中得到除此之外，他们制造的功能性服装也在赛跑运动员中得到了广泛的使用，阿迪达斯的其中一个主要卖点是足球套件了广泛的使用，阿迪达斯的其中一个主要卖点是足球套件及相关设备，它还是供应国际足球队团队套件的大公司，及相关设备，它还是供应国际足球队团队套件的大公司，同时它也制造用于国际比赛的裁判套件。同时它也制造用于国际比赛的裁判套件。 translationtranslationtask 7task 7back language points back1. (para. 1) adidas, one of the leading sports brands in

38、the world, has turned 60 on august 18, 2009.paraphrase: adidas is one of the most important sports brands in the world, and has a history of 60 years till august 18, 2009.leading: chief, most important 主要的，最重要的e.g. he played a leading role in the countrys independence movement. 他在国家独立运动中起了重要的作用。 she

39、 was dressed by a leading new york designer. 她穿着纽约杰出设计师设计的服装。turn: language points backturn: to pass the age or time of 达到，超过（年龄或时间）e.g. it has turned 4 oclock. 时间已经到了四点钟。 he turned 40 in march. 他3月份就40岁了。translation: 作为世界主要运动品牌之一的阿迪达斯，在2009年8月18日这一天走过了60年岁月。 language points 2. (para. 2) developed a

40、 range of sports products so original and so perfect that they are sought by athletes from all over the world.paraphrase: developed a range of sports products, whose designs are so creative and so perfect that sportsmen all over the world like them.structure analysis: “so original and so perfect tha

41、t” is an adverbial clause. e.g. she is so ambitious and smart that she will be qualified for the position. original: back language points original: inventive, creative, and different from anything else. e.g. a highly original design 极有创意的设计 a very original song-writer 很有独创性的歌曲作家translation: 开发了一个运动产

42、品系列，这个产品系列如此完美和具有创意，受到世界各地的运动员们的青睐。 back language points 3. (para. 4) shoes that, one day, would tread wimbledon, win medals at the olympic games, and the fifa world cup.paraphrase: it is shoes that the sportsmen will wear to participate in wimbledon tennis tournament and win medals at the olympic g

43、ames and the fifa world cup.structure analysis: rhetoric: back language points structure analysis: this is an omitted emphatic sentence, and its full form is: (it is) shoes that, one day, would tread rhetoric: synecdoche (提喻修辞法) is used in the sentence. “ wimbledon” stands for “wimbledon tennis tour

44、nament”.e.g. a germany beat australia 4 to 0 in 2010 fifa world cup south africa. ( countries: teams) b the farm was short of hands during the harvest season. ( hands: laborers) c he paid the workers 5 dollars per head. ( head: worker)back language points wimbledon: wimbledon is a major tennis tourn

45、ament held in england annually. it is played on grass and is considered a very important event in tennis. fifa world cup: a soccer tournament held every four years between national soccer teams to determine a world champion. fifa: international federation of football associationbacktranslation:正是这双鞋

46、，有一天运动员会穿着它参加温布尔顿网球公开赛，穿着它赢得奥运会奖牌， 穿着它夺取足球世界杯。 language points back4. (para. 5) things are now definitely on track. paraphrase: now everything is getting on very well. on track: in a situation that is likely to lead to success e.g. she got back on track and won the match. 她重新找回状态并赢得了比赛。 were right o

47、n track to achieve a total sales volume of $2 million in this month. 本月我们有望达到两百万的销售额。 translation: 现在一切事情都步入正轨。 language points 5. (para. 5) this is not surprising when you consider that adidas now continuously outperforms the rest of the sector.paraphrase: you will not be surprised to know that adi

48、das now keeps on doing better than the other competitors.sector: a part of an area of activity, especially of business, trade etc. 商业领域，行业 e.g. a number of key sectors of the economy are in trouble. 几个关键的经济领域出了问题。translation: 当你考虑到阿迪达斯比连续超过业界其他同行时，这并不惊讶。back language points 6. (para. 6) porsche desi

49、gn the porsche design group is based in germany. it designs and sells a variety of products such as watches, eyewear, fashion wear, sportswear, etc. back language points back7. (para. 6) as a result, the company has been improving its distribution plan, concentrating on expanding its own outlets or

50、“controlled” space and improving retail relationships. structure analysis: 此句用完成进行时，表示动作一直在 进行。translation: 因此，公司一直在改进分销方案，集中精力 发展直销店，或者称“控制”的空间，不断改善零售关系。 translation of text a 阿迪达斯阿迪达斯 para. 1 作为世界主要运动品牌之一的阿迪达斯，在2009年8月18日这一天走过了60年岁月。 para. 2 这在今天看来，仍似一个不大可能的故事：一个来自于德国小镇的小鞋匠阿道夫阿迪达斯勒竟然开发了一个运动产品系列，这个

51、产品系列如此完美和具有创意，受到世界各地的运动员们的青睐。back translation of text a para. 3 他创造了世界上一个最伟大的品牌。一个不可能的故事却成为可能。没有什么不可能。 para. 4 阿迪达斯是以制鞋业起家的。正是这双鞋，有一天运动员会穿着它参加温布尔顿网球公开赛，穿着它赢得奥运会奖牌， 穿着它夺取足球世界杯。运动员、破记录者和世界冠军都将穿着它。back translation of text a para. 5 今天，阿迪达斯已成为世界运动装公司中的引领者，在2007年它的销售总额已达103亿欧元，利润增长了百分之九。现在一切事情都步入正轨，如果现在遵

52、照它 的营销口号 “没有什么是不可能的”来看，公司在这点上做的很好。当你考虑到阿迪达斯连续超过业界其他同行， 并且八年内净收入持续以两位数增长时，这并不惊讶。back translation of text a para. 6 阿迪达斯与斯特拉麦卡特尼，山本耀司，保时捷设计和罗兰贝瑞合作开发了高性能运动产品系列。在提供高性能产品的同时，阿迪达斯还意识到顾客在做购买决定的时候，考虑的不仅仅是品牌，还有可得性、便利性和产品供应的广度。back translation of text a 因此，公司一直在改进分销方案，集中精力发展直销店，或者称“可控”的空间，不断改善零售关系。现在全世界已有1000

53、多间阿迪达斯专卖店，在临近北京奥运会之际，公司平均每月在中国新开两家店。到2010年，公司的目标是在可控制区赢得至少百分之三十的集团盈利。back translation of text a para. 7为了使自己的品牌成为公众的焦点，阿迪达斯多年来也赞助了一些运动员。在2008年，有295名足球运动员、64名橄榄球运动员、71名网球运动员、24名篮球运动员和8名高尔夫运动员都受益于阿迪达斯的赞助。阿迪达斯运动装备的第一个知名代言人就是1936年夏季奥运会金牌得主，美国田径传奇人物杰西欧文斯。在赞助北京奥运会的同时，阿迪达斯也投入了约两亿美元来支持2012伦敦奥运会：在业界，这种品牌意识是非

54、常重要的。backgrammar reviewnounsbacklook at the underlined nouns, and say which are countable and which are uncountable.i. countable nouns and uncountable nouns (可数名词与不可数名词可数名词与不可数名词)task 1task 11. he took out a small jewelry box, two letters, and three envelopes.2. everybody wants peace and not war.3.

55、dont make too much noise, children!4. fish live in water.ucucback5. we get milk from cows.6. let me give you some advice.7. the audience were enjoying every minute of it.8. the pacific ocean is a vast expanse of water.9. real friendship is more valuable than money.10. a new family has moved in next

56、door.uucuucbacktask 2task 2please fill in the blanks with y (yes) or n (no). y y y y nn n n n yn n n n y y y y y nn n n n yn n n n y y y y y nn n n n yn n n n y y y y y nbacklook at each group of sentences below, and pick out the correct choices in the brackets.ii. the plural forms of nouns (名词的复数形式

57、名词的复数形式)task 3task 31. finally, both (partys, parties) agreed to sign the contract. three (days, daies) after his arrival he dropped me a few lines.2. anyone seen carrying (boxs, boxes), bags, or whatever, was stopped by the police. these damp (matchs, matches) wont strike.back3. the (leafs, leaves)

58、 have started to color; it will soon be winter. the soldiers sharpened up their (knifes, knives). the (roofs, roofes) are leaking again.4. i like to cook dishes with (potatos, potatoes). i have a few impressive (photos, photoes).5. her front (tooths, teeth) were irregular in formation. when the cat

59、is away, the (mouses, mice) will play.back6. (childs, children) shouldnt tell tales. the farmer was yoking his (oxes, oxen) to a plough.7. he saw three (sheep, sheeps) in the field. mice, rats, and such small (deer, deers) have been toms food when he was in a forest.8. he has several (girl friends,

60、girls friends) online. (lookers-on, lookers-ons) see more than players. there are many (women writer, women writers) in the english literature.backtask 4task 4规则名词复数变化列表：规则名词复数变化列表：backparty parties情情 况况复数构成复数构成例例 词词一般情况加-sexamples: bikes, schools, bridges以-y结尾的词元音字母 + y加-sexamples: boys, keysmore e