《新境界-综合教程1》课件unit.ppt

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1、New Wisdom English for Careers新境界职业英语综合教程,Unit 1 Presenting a Company,新境界职业英语 综合教程,Part I Text A,Part II Applied Writing,Part III Text B,Part IV Reading Skills,Unit 1 Presenting a Company,Task 1,Task 2,Mini Text,Task 4,Comprehension,Task 1,Task 2,Vocabulary,Syndicate Activities,Task 3,Task 4,Task 5,

2、Translation,Task 6,Task 7,Task 3,Part I Text A,Task 1,Task 2,Task 3,Task 4,Task 5,Task 6,Comprehensive Exercises,Home,Background Information,Text A,Work in groups of four.Talk about the following logos and put them into broad categories in the table below.,Task 1,Back,Pre-reading Activities,Back,Tas

3、k 1,Back,Task 1,Land 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?3.What products do these brands represent?4.What is your favorite brand?Why?5.Introduce one of the brands br

4、iefly to your class according to the guideline below:Products History Yearly Sales or Profit,Task 1,Back,Now discuss the questions below and then report the result.,a)_:clothing for sportsb)_:instructor or trainer in a sportc)_:one who participates in a running race d)_:a person who does a sporte)_:

5、sketch or plan f)_:a person or a company that makes a product,sportswear,coach,track runner,athlete,design,manufacturer,Task 2,Back,Read the following Mini Text and find the words or expressions that match the context meaning given.,Mini Text,Para.1 Phil Knight,a track runner,started Nike in 1958.Hi

6、s 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 Blue Ribbon Sports.Knight later changed the name to Nike after the Greek goddess of victory,and the swoosh logo was added.,Back,N

7、ike,Mini 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 such as Michael Jordan.Since almost all the famous athletes use its products,Nike does not have a hard time selling its products.,Back

8、,1.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 Knight,a track runner,designed Nike shoes.,Before being renamed,Nike was called Blue Ribbon Sports.,Task 3,Back,3.What does the Nike logo

9、 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 famous Greek Goddess of victory.,Nike is popular because it is used by famous athletes such as Michael Jordan.,Back,Fill in the blanks in t

10、he following summary of Text A with words given in the box.,legend,sought,sportswear,outperforms,availability,outlets,Task 4,Back,Word Tips,track runner n.径赛运动员 coach n.教练 design v.设计 manufacturer n.制造商sportswear n.运动服 athlete n.运动员,Back,Word Tips,track runner n.径赛运动员 coach n.教练 design v.设计 manufact

11、urer n.制造商sportswear n.运动服 athlete n.运动员,Back,Notes,Phil Knight:the co-founder and Chairman of Nike,Inc.（菲尔耐特，耐克公司创始人兼总裁。）,Back,Notes,swoosh 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。),Back,Translation of Mini Text,Para.1 菲尔耐特，曾经的竞赛运

12、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，耐特把这个品牌更名为耐克，并添加上了经典的旋风标识。,Back,Translation 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,Readi

13、ng of the Text,Back,Adidas,Back,Brand:A brand is the identity of a specific product,service,or business.A brand can take 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 c

14、onsists of all the information and expectations associated with a product or service.,Background Information,(to be continued.),Back,Logo: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

15、are either purely graphic(symbols/icons)or are composed of the name of the organization(a logotype or word mark).,Background Information,(The end),Text 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 shoem

16、aker called Adi Dassler from a small rural town in Germany developed a range of sports products so original and so perfect that they are sought by athletes from all over the world.,1,2,Back,Adidas,Text A,Para.3 He created a brand as great as any in the world.An unlikely story,but not impossible.Impo

17、ssible is Nothing.Para.4 For Adidas,it all started with shoes.Shoes that,one day,would tread Wimbledon,win medals at the Olympic Games,and the FIFA World Cup.Athletes,record-breakers,and champions would wear them.,Back,3,Text A,Para.5 Today,Adidas is the worlds number one sportswear company with a t

18、otal sales of 10.3 billion and profit growth of 9%in 2007.Things are now definitely on track and,if the current marketing 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 t

19、he sector and has enjoyed eight years of continuous double-digit net income growth.,4,5,Back,Text A,Para.6 Adidas has developed high-performance sports lines in collaboration with Stella McCartney,Yohji Yamamoto,Porsche Design,and Rolland Berry.Alongside providing performance products,Adidas underst

20、ands that consumers make purchase decisions based not only on brand but also on availability,convenience,and extent of product offering.,Back,6,(to be continued.),Text A,As a result,the company has been improving its distribution plan,concentrating on expanding its own outlets or“controlled”space an

21、d improving retail relationships.Now there are over 1,000 Adidas stores around the world and,in the run up to the Beijing 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.,Back,7,Text A,Para.7

22、To keep its brand in the public focus,Adidas has also sponsored sportsmen and sportswomen for many years.In 2008,295 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 w

23、as American running legend Jesse Owens,the gold medalist at the 1936 Summer Olympics.As well as sponsoring 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.,Back,1.What is Adidas famous

24、 for?2.Who first made Adidas shoes?3.Where was Adi Dassler from?,Comprehension,Adidas is famous for sportswear.,Adidas shoes were first made by Adi Dassler.,Adi Dassler came from a small rural town in Germany.,Task 1,Back,4.What kind of sports line is Adidas famous for producing?5.In what way can th

25、e other sports companies not compete with Adidas?,Adidas is famous for producing high-performance sports line.,Back,The 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 tacti

26、cs are outlet expansion and retail relationship management.,Adidas sponsors Olympics games to create brand awareness.,Back,8.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.,Back,Task 2,Back,1.From which pro

27、duct did Adidas start its business?a.Trousers.b.Jackets.c.Shoes.d.T-shirts.2.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”,Ba

28、ck,4.In the first sentence of Paragraph 7,“its”refers to_.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 fam

29、ous for?a.Golf.b.Football.c.Rugby.d.Running.,Back,7.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,Vocabulary,Task 3,Back,1.Jesse Owens is an American _.2.Adidas has en

30、joyed eight years of _ double-digit net income growth.3.The company has expanded its _ to more than 1000 around the world.,legend,continuous,outlets,Task 4,Back,continuous endorse outlet tread athlete logo legend modest,4.Adi Dassler was a _ shoemaker from a small rural town in Germany.5.Adidas uses

31、 three 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.,modest,logo,endorsers,trodden,athletes,Back,Syndicate Activi

32、ties,retail,convenience 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 5,Back,1.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 of Germany _ _.(开发了一系列完

33、美的运动产品)(developed,range),Translation,created a brand as great as any in the world,Task 6,Back,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 purchase decisions based not only on brand _ _(

34、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 up to)6._(为了使它的品牌 保持受公众关注),Adidas has also sponsored s

35、portsmen 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。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

36、际比赛的裁判套件。,Translation,Task 7,Back,Language Points,Back,1.(Para.1)Adidas,one of the leading sports brands in 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 importa

37、nt 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 was dressed by a leading New York designer.她穿着纽约杰出设计师设计的服装。,(to be continued.),Language Points,Back,turn: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 Marc

38、h.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。,(The end),Language Points,2.(Para.2)developed a 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

39、 and so perfect that sportsmen all over the world like them.Structure Analysis:“so original and so perfect that”is an adverbial clause.e.g.She is so ambitious and smart that she will be qualified for the position.,Back,(to be continued.),Language Points,original:inventive,creative,and different from

40、 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,(The end),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

41、 shoes that the sportsmen will wear to participate in Wimbledon Tennis Tournament and win medals at the Olympic Games and the FIFA World Cup.,Back,(to be continued.),Language Points,Structure Analysis:This is an omitted emphatic sentence,and its full form is:(It is)shoes that,one day,would tread Rhe

42、toric:Synecdoche(提喻修辞法)is used in the sentence.“Wimbledon”stands for“Wimbledon Tennis Tournament”.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.

43、(head:worker),Back,(to be continued.),Language Points,Wimbledon:Wimbledon is a major tennis tournament 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

44、 a world champion.FIFA:International Federation of Football Association,Back,Translation: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。,(The end),Language Points,Back,4.(Para.5)Things are now definitely on track.Paraphrase:Now everything is getting on very well.on track:in a situation that is

45、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 on 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。,(The end),Language Points,5.(Para.5)This is not surprising when you consider that Adidas now con

46、tinuously outperforms the rest of the sector.Paraphrase:You will not be surprised to know that Adidas 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

47、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,(The end),Language Points,6.(Para.6)Porsche Design 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,(The end),Language Points,Back,7.(Para.6)As a resul

48、t,the company has been improving its distribution plan,concentrating on expanding its own outlets or“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。,(The end),Translation of Text A,阿迪达斯,Para.1 作为世界主

49、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,Tra

50、nslation 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