chapter 2 free enterprise system.ppt

1、Chapter TWOThe Free Enterprise System,Sherry,1. People in Business,2. How the Market Works-Supply and Demand,3. Advertising,Passage OneCreative People in Marketing and Business,A board of directors meeting,A sports equipment store,A bazaar,1. Lead-in,Would you like to work for yourself or for anothe

2、r person? Explain your answer. Can a hobby become a business? Explain your answer. Do you know anybody who is successful in business? In your opinion, why are some business people more successful than others?, Steve Jobs,“To me, marketing is about values. This is a very complicated world. Its a very

3、 noisy world. And were not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us.,Apples core value, said Jobs, is this: We believe people with passion can change the world for the better.and that those peo

4、ple who are crazy enough to think they can change the world, are the ones who actually do.,At an early age, he developed a desire to learn English so he rode his bike each morning in order to go to a nearby hotel and converse with foreigners. He would guide them around the city for free in order to

5、practice and improve his English. He failed the university entrance exam three times. He attended Hangzhou Teachers Institute and graduated in 1988 with a bachelors degree in English. He later became a lecturer in English. In 1994, he heard about the Internet. In April 1995, he, his wife and a frien

6、d collected twenty thousand dollars and started an Internet company.,Successful Entrepreneurs,1. Lead-in Question:Possible Answers,In your opinion, why are some business people more successful than others? They do what they like. They have a passion for their work. being optimistic persistent effort

7、, hard-working luck creativity,2. Reading,Page 46 How are Yvon Chouinard and Oprah Winfrey similar? Please write three answers to the question below. Then compare your answers with a partners answers.,Reading,How are Yvon Chouinard and Oprah Winfrey similar? Possible answers: They both donate some o

8、f their money. They both own and operate their own companies. They are wealthy. They help others. They both enjoy what they do. They dont do their work just for money. They turned their hobby into business.,3. Critical Thinking Strategy,Making Inferences The statements should be correct inferences,

9、or reasonable guesses, that are based on information in the article.,Making Inferencesbased on information in the article. Examples:,You read: Yvon goes mountain-climbing, skiing, and surfing. You infer: He enjoys sports. Hes energetic and likes challenges. You read: Oprah began her public speaking

10、career at age three. You infer: She was a mature child. She is confident and outgoing.,Making Inferencesbased on information in the article. Practice:,inference: Oprah is intelligent. evidence: ? inference: Oprah Winfrey may inspire many African-Americans. evidence: ?,4. Language Points,Words: multi

11、- Phrases: To do When,Words: multi- “many” multimedia multimillion-dollar company multicultural country multinational corporation multipurpose room multiethnic group,Love you more than I can say,I love you more than I can say Ill love you twice as much (as) tomorrow Whoa-oh Love you more than I can

12、say Whoa, whoa Yeah, yeah I miss you every single day Why must my life be filled with sorrow I love you more than I can say Ah, dont you know I need you so Oh, tell me please I gotta know Do you mean to make me cry Am I just another guy,Vocabulary,enterprise board of directors equipment *bazaar mark

13、eting multimillion-dollar profit catalog host producer,publisher a cable TV channel audience billionaire financial to end child abuse donate money make inference,Chunks,turn his hobby into a business be harmful to (the environment) leave a mark on the rocks. ways to protect the environment grow up p

14、oor put these two skills together even if make a difference read for pleasure,The millionaire donated thousands of pounds to the charity. The company is in financial difficulties. The entire audience broke into loud applause. The WHO says alcohol abuse is the third leading cause of death and disabil

15、ity in the world. The new equipment for the sports club is expensive. The agency is voluntary and not run for profit.,profit donate audience financialabuseequipment,Practice B: Dictation,他从来没想过将他的爱好变成事业。 他意识到他的登山装备会对环境造成破坏。 她与其他人共同拥有一个以女性观众为目标的有线电视频道。 她致力于结束儿童虐待（现象）。 她鼓励更多的人以阅读为乐。,Practice C: Transl

16、ation,How the Market Works- Supply and Demand,Step 1 Lead-in,Role Play: Look at the picture on page 47 and design a dialogue with your partners. (2-3 people each group),Lead-in,How the Market Works- Supply and Demand,Step 2: Vocabulary Prep.,Still remember the ways to guess the meanings of new words

17、? On page 49 Vocabulary check: find the nine terms,vocabulary,On page 49 Find out the definitions on the lines. the free enterprise system an enterprise the market the law of demand the law of supply consumers surplus equilibrium price shortage of,vocabulary,private individual stock market exchange

18、at various prices state gasoline revolution,Step 3: Reading,2. List of Headings An example of the price of gasoline The definition of the market An example of the price of tomatoes Examples of countries that have the free enterprise system How the market determines the price of products,5,2,4,1,3,St

19、ep 3: Reading,2. List of Headings An example of the price of gasoline The definition of the market An example of the price of tomatoes Examples of countries that have the free enterprise system How the market determines the price of products,5,2,4,1,3,Step 3: Reading,How does the market determine th

20、e price of products? The market determines the price of products by two general rules: the law of supply and the law of demand.,Step 4: Comprehension Check,Comprehension Check,1.Who owns most businesses in the Free Enterprise System? 2.What determines the products price in this system? 3.In the case

21、 of tomatoes, why does the store manager lower the price? 4.Why did the prices of oil and gas increase in 1973? 5.What caused the drop of the supply of oil to the West in 1979?,1. Who owns most businesses in the Free Enterprise System? 2. What determines the products price in this system? 3. In the

22、case of tomatoes, why does the store manager lower the price? 4. Why did the prices of oil and gas increase in 1973? 5. What caused the drop of the supply of oil to the West in 1979?,Individuals and groups own most businesses,The market determines the products price in,Because tomatoes are in surplu

23、s.,The revolution in Iran caused the drop of the oil supply to the West in 1979.,Because the OPEC stopped sending oil to Western countries, and then there is a shortage of gas and oil.,Law of Demand,A. higher B. lower The higher the price, the lower the quantity demanded. The lower the price, the hi

24、gher the quantity demanded.,Customers,Law of Supply,A. higher B. lower The higher the price, the higher the quantity supplied. The lower the price, the lower the quantity supplied.,producers,equilibrium,Step 5: Critical Thinking,On page 50,Factors that affect the price of food,Natural disaster,droug

25、ht,flood,hurricane,volcanic eruption,earthquake,storm,Disease/Pest,Transportation costs,Labor costs,Other,Supplies,Demand,Step 5: Critical Thinking,Task 1: Price UP The demand will be higher than the supply. Price DOWN The supply will be higher than the demand.,Step 5: Critical Thinking,Task 2: The

26、supply of oranges will be limited, so the price will be up. Bald men will want the new cream, so demand will be high, driving the price up.,Freeze in Florida Destroys Most Orange Crops,New Hair Cream Grows Hair On Bald Men,Step 5: Critical Thinking,Task 3: The supply was probably greater than the de

27、mand at the original price. By cutting the prices, the store can increase potential demand.,CLEARANCE 75% OFF SALE,Step 6: Language Points,Understand meanings of new words Use the phrases to make a sentence,vocabulary,private own individual stock market exchange various demand supply state oversuppl

28、y surplus,equilibrium gasoline a shortage of revolution consumer roast quantity hurricane headline freeze,natural disaster pest drought flood earthquake volcanic eruption,Phrases & Expressions,the free enterprise system People are free to produce, buy and sell what they want. start a new enterprise

29、the exchange of goods and services at various prices a supply of There was a shortage of gas and oil. go up go down,Academic ReadingAdvertising,Think Ahead,What are some trends popular activities or fashions these days? What food, clothing, music, childrens toys, and kinds of exercise are people “in

30、to” very interested in? What are some minorities small groups within the populationin the United States? Look at the picture on page 51,Step One Vocabulary,trend: popular activities or fashions be into :be interested in designer label : clothing produced by famous designers minority: small groups wi

31、thin the population advertisement : appeal to :try to attract,Vocabulary （page 52）,advertise frequent need target baby boomer retirement inheritance frequent spa tween,Step 2 Reading: Skimming,Reading Strategy: Topic Sentences Most paragraphs have a topic sentence. The topic sentence gives the main

32、idea of the paragraph. In many paragraphs, the topic sentence is the first sentence.,Step 2 Reading: Skimming,Structure: Key Words P1: The importance of advertising P2 : Target P3: The importance of target marketing P4: Places for ads P5: Peoples motivation P6: psychology P7: Baby boomers P8: Minori

33、ties P9: Kids/Teens,Todays “Hot Markets”,Target Marketing,Step 2 Reading,Why is advertising important? What do advertisers need to determine? What do advertisers need to think about? What kind of marketing is important these days? What are three “hot” markets these days?,Step 3 Vocabulary：Guessing W

34、ords Meaning,“In other words” Example: This trend is really hot-in other words, very recent and popular. , ( ) Definitions after “Be” or “Means” Definitions after “That is”, “i.e. ” Definitions after “or” Pictures and Captions,Task B on page 55 Vocabulary Check,Step 3 Vocabulary：Guessing Words Meani

35、ng,compete for in newspapers or magazines on radio or TV cause demand for decide on place for reasons for think about haveon their minds worry about,Task C on page 56,Step 4 Application,Step 5 language Points,1.他们希望广告会引起他们产品的需求增长。 They hope that advertisements will cause more demand for their produc

36、t. 2. 这次歉收导致价格迅速上涨。 The poor harvest caused prices to rise sharply. 3. 因为一些公司会以不同群体为目标，所以他们会刊登一些以青少年和家庭为重点、用不同语言的广告。 Some companies target various groups, so they place ads focusing on teenagers, families, and in different languages.,非谓语动词（作定语）,.so they place ads focusing on teenagers, families. Peo

37、ple trained in bioinformatics use computer technologies to help with medical research. Tom is always the first (one) to get up in the dormitory. Practice: 建于1912年的长沙市一中是一所优秀中学。 站在那儿的那个女生是我的同学。 The FHS of Changsha founded in 1912 is an outstanding school. The girl standing there is my classmate.,cereal,Vocabulary,advertise frequent need target baby boomer retirement inheritance frequent spa tween,segmentation segment mass marketing dual decision-maker cereal motivation psychology hot markets,estimate beyond urban (rural) reign supreme decor and remodeling firm consume atte