商务英语阅读上册unit.ppt

*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Unit 7,Teaching Objectives,了解耐克的首席执行官奈特的生平,了解耐克品牌的创立过程,了解耐克公司不同寻常的品牌营销策略,Teaching Emphases,launching of a business,unconventional strategies,endorse,cultural icon,ambition,Content,Text,Fast Reading I,Fast Reading II,A,man built a successful business by selling shoes and became a billionaire by selling dreams.He has been,portray,ed as mysterious,eccentric,unpredictable,enigmatic,idiosyncratic,shy,aloof,reclusive,competitive and a genius.But the world may never know which adjective suits him best.It was pure Philip Hampson Knight,，,innovative,controversial and very,very successful,and the force behind the Nike empire.,Youd expect nothing less from the man who turned a tiny company called Blue Ribbon Sports into Nike Corp.,a multibillion-dollar enterprise and a household name.With a net worth of$5.3 billion,Knight,rank,s,sixth on,Forbes,s latest list of the richest Americans.Blue Ribbon Sports cleared$3,240 in its first year,1964.In fiscal year 1996,Nikes revenue hit$6.5 billion(with$550 million in income).Nowadays Nike has become a$12 billion global business,selling apparel and equipment with an ever wider range of shoes.In a very short period of time,Phil Knight created one of the greatest American commerce stories of the 20th century,says sports agent David Falk.,The,launch,ing,of a business,Knight was raised in Portland,the son of a lawyer turned newspaper publisher.He was a middle-distance runner for the University of Oregon track team,which at the time had one of the best programs in the country.Known as Buck,Knight had more enthusiasm than talent,which made him the ideal person for legendary track coach Bill Bowermans endless fixing with running shoes.,An indifferent student,Knight graduated from Oregon with a degree in journalism in 1959.He,enlist,ed,in the army for a year,then enrolled at the Graduate School of Business at Stanford.Stanford changed Knights life.For the first time,he was excited to read about something other than sports.And it was in Frank Shallenbergers small-business class that Knight conceived Nike.Shallenberger gave his class the following assignment:Invent a new business,describe its purpose and create a marketing plan.,In his paper,Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras?Knight developed a blueprint for superior athletic shoes,produced inexpensively in Japan,where labor was cheaper.Shallenberger defined the type of person who was an entrepreneur,which made him aware of what he really would like to do.,After graduating from Stanford,Knight,acquiesced,to his fathers wishes and secured a real job with a Portland accounting firm.But first,he traveled to Japan,where he became,enamored,of Japanese culture and business practices.To this day,visitors to his office must remove their shoes before entering.And he took leave of interviews by forming a steeple with his hands and bowing.Knight refined both his philosophy of life and business while in Japan.He studied Asian culture and religion and climbed Mount Fuji.He also visited the Onitsuka shoe factory in Kobe,.,Knight was so impressed with both the quality and low production costs that he made a deal with,Onitsuka,to distribute,Tigers,in the United States.,Nike sold$3.2 million worth of shoes in 1972,and its profits doubled each of the next 10 years.Nike passed Adidas to become the industry leader in the United States in 1980,the year it went public.The company made,a quantum leap,in 1984 when it signed the 21-year old Jordan to,endorse,a basketball sneaker.Within a year,it seemed that every boy in America was strutting about in the clunky,siren-red Air Jordan high-tops.,Unconventional strategies,The company signed basketball great Michael Jordan in 1984,turning him into a brand name with Air Jordan shoes.Along the way it also,snag,ged,such big-name athletes as,Tiger Woods,and,LeBron James,and made the swoosh one of the most recognized trademarks in the world.,As athletically awesome and charismatic as Michael Jordan is,he alone did not make Nike as recognizable worldwide as Coke and McDonalds.Nor did he make Just Do It the slogan that best,encapsulate,s the 1990s.Nike is a cultural icon because Knight understood and captured the zeitgeist of American pop culture and married it to sports.He found a way to utilize societys worship of heroes,obsession with status symbols and predilection for singular,often rebellious figures.Nikes seductive marketing focuses on a charismatic athlete or image,rarely even mentioning or showing the shoes.The Nike swoosh is so ubiquitous that the name Nike is often omitted altogether.,Phil understands the symbolic power and attractiveness of sports,says A.Michael Spence,dean of the Stanford Graduate School of Business and a Nike board member.Knight also understood that this lust for heroes and appreciation for,in-your-face attitude,is not limited to American youth.He correctly predicted that American culture was a marketable commodity-that teenagers from Paris to Shanghai would be just as taken with Charles Barkleys ample attitude as teenagers in Trenton and San Diego.,Language points,portray,-,v.,to depict or describe in words;make a picture of,用语言描绘或描述;给做画,e.g.,The book portrays the life of an actor.,这本书描述了一个演员的一生。,The picture portrays a beautiful sunset.,这幅画描绘了落日美景。,UP,PREV,.,NEXT,Language points,Forbes,作为全球著名的出版及媒体集团，福布斯集团（Forbes Inc.）首开美国商业新闻的先河，距今已有90年的历史。其旗舰刊物福布斯杂志，是美国最早的大型商业杂志，也是全球最为著名的财经出版物之一。其全球版的发行量达万份，在全球拥有近万高层次的商界读者。福布斯杂志，双周刊杂志，每期刊登60多篇对公司和公司经营者的评论性文章，着重于描写企业精英的思维方式，其前瞻性报道为企业高层决策者引导投资方向，提供商业机会，被誉为“美国经济的晴雨表”。其创制的“富豪排行榜”每年都能吸引全球的目光，而各界名流也以上福布斯排行榜为荣。名单每年的变化，反映了产业的变迁和个人的兴衰起伏。可以说，福布斯是世界经济的一个缩影。,UP,PREV,.,NEXT,Language points,launch,-,v.,set up or found,开办，创办,e.g.launch a new enterprise,创办一个新企业,launch a career,开创一项事业,UP,PREV,.,NEXT,Language points,acquiesce,-,v.,to agree or express agreement,默许，勉强同意,e.g.Her parents will never acquiesce in such an unsuitable,marriage.,她的父母决不会答应这门不相宜的婚事。,We acquiesced in his resignation.,我们默许了他的辞职。,UP,PREV,.,NEXT,Language points,enamored,-,adj,.marked by foolish or unreasoning fondness,倾心的，被迷住的,e.g.He is enamored of stamp collecting.,他迷恋于集邮。,He is enamored with scientific research.,他沉迷于科学研究。,UP,PREV,.,NEXT,Language points,Onitsuka Tiger,asics（爱世克斯）的前身,于1949年由鬼冢喜八郎先生在日本神户创立。自1956年奥运会开始,Onitsuka Tiger就受到世界各地体育健儿的喜爱与推崇。1970年,Onitsuka Tiger成为美国最大的跑鞋生产商,70%以上的著名选手都穿上Onitsuka Tiger叱咤体坛。1977年,鬼冢喜八郎先生整合创立asics(爱世克斯),使产品走向多元化。,UP,PREV,.,NEXT,Language points,Adidas,阿迪达斯是德国运动用品制造商，阿迪达斯AG的成员公司。以其创办人阿道夫达斯勒（Adolf Adi Dassler）命名，于1920年接近纽伦堡的黑措根奥拉赫开始生产鞋类产品。阿迪达斯原本由两兄弟共同开设，分道扬镳后，阿道夫的哥哥鲁道夫达斯勒（Rudolf Dassler）开设了运动品牌PUMA。,UP,PREV,.,NEXT,Language points,Converse All-Stars,匡威全明星（帆布鞋）。1908年，Marquis Mills Converse在美国马萨诸塞州创建了匡威公司，专门生产运动鞋。世界上第一双篮球鞋即由其制作。1917年第一双帆布鞋Converse All Star问世，并创下全世界单一鞋种销售纪录。匡威全明星经典帆布鞋已成为全世界家喻户晓的帆布鞋代名词，被誉为帆布鞋中的“劳斯莱斯”，集复古、流行、环保于一身，同美国历史悠久的品牌如麦当劳快餐、可口可乐饮料、福特汽车、李维斯牛仔裤一样，成为美国文化精神的象征；亦以其随心所欲，自由自在没有约束的穿着形态，成为追求自我时尚的青年人的忠实拍挡,。,UP,PREV,.,NEXT,Language points,Swoosh,Nike的 Swoosh 标志是由波特兰州立大学绘画设计专业学生，卡罗林.戴维斯于1971年设计的。,UP,PREV,.,NEXT,Language points,debut,-,v./n,.present for the first time to the public 初次登场,e.g.The young actress made her debut in the new comedy.,这位年轻的女演员在新上演的喜剧里首次登台演出。,He debuted as a sub against Argentina for Bebeto on March 23,1994.,1994年的3月23日，他首次作为贝贝托的替补队员参加了对阿根廷的比赛。,UP,PREV,.,NEXT,Language points,a quantum leap,-,a sudden large increase or advance,物量子跃迁,跃进,巨大突破,e.g.This discovery marks a quantum leap forward in the fight against cancer.,这一发现标志著癌症治疗的一大突破。,UP,PREV,.,NEXT,Language points,snag,-,v.,get by acting quickly and smartly,迅速抓住,e.g.Computer companies are so desperate to snag fresh,talent that many are actively recruiting high school,seniors.,计算机公司都拼命物色新的优秀人才，以至很多公司积极,招收中学高年级学生。,UP,PREV,.,NEXT,Language points,Tiger Woods,泰格伍兹，美国高尔夫球手，截至2009年世界排名首位，并被公认为史上最成功的高尔夫球手之一。因其绰号“Tiger”的意思是“虎”，中文中经常被称为老虎。,UP,PREV,.,NEXT,Language points,encapsulate,-,v.,to put in a short or concise form,压缩，囊括,e.g.This story encapsulates scenes from his childhood.,这个故事讲的是他童年的事.,The chairmans short statement encapsulates the views,of the committee.,主席的简短陈辞概括了委员会的观点.,UP,PREV,.,NEXT,Language points,in-your-face attitude,咄咄逼人的态度，源自篮球比赛中依靠身体在对方身上强吃，稍带霸气及鄙视对手，如在防守队员面前（头上）投篮、上篮或扣篮。引申为，在追求个人的目的、利益时，直面挑战和竞争对手，直接表明自己的企图，径直奔向目标。,UP,PREV,.,NEXT,Language points,S.C.Johnson&Son,美国庄臣公司(SC Johnson)。由山姆.庄臣先生在1886年创建，位于美国威斯康辛州的瑞辛市，是一家有着100多年历史的家族性企业。庄臣公司是家庭清洁用品、个人护理用品和杀虫产品的世界领先的制造商之一。,UP,PREV,.,NEXT,Language points,outlast,-,v.,to live longer than 比。持久，比。经久,e.g.This clock has outlasted several owners.,这座时钟的寿命比它的几个主人的寿命都长.,He will outlast me.,他将比我长寿。,UP,PREV,.,NEXT,I.Answer the following questions based on the text.,1.What aroused Knights interest in inventing his own business?,In Frank Shallenbergers small-business class,Shallenberger asked his class to invent a new business,describe its purpose and create a marketing plan and also defined the type of person who was an entrepreneur,which made Knight aware of what he really would like to do.,Reference,I.Answer the following questions based on the text.,2.Why does the passage mention such facts as visitors must remove their shoes before entering?,It is one part of Japanese culture,so it can give evidence to the fact that Knight has been enamored of Japanese culture and business practices.,Reference,I.Answer the following questions based on the text.,3.,How did Knight use the lust for heroes in promoting his brand name?,He found a way to utilize societys worship of heroes,obsession with status symbols and predilection for singular,often rebellious figures.Nikes seductive marketing focuses on a charismatic athlete or image,rarely even mentioning or showing the shoes.,Reference,I.Answer the following questions based on the text.,4.Why is Nike becoming a cultural icon?,Because Knight understood and captured the zeitgeist of American pop culture and married it to sports.,Reference,I.Answer the following questions based on the text.,5.Whats Knights next plan after stepping down as CEO?,He has jumped into the animation game.,Reference,II.Read the following terms and match each with its proper definition.,1.CEO,2.entrepreneur,3.slogan,4.knock-off,5.in-you-face attitude,6.logo,7.offshoot,8.fiscal year,9.revenue,10.endorsement,a.a favorite saying of a sect or political group,b.defiantly confrontational;also,an exclamation of contempt,c.a company emblem or device,d.a natural consequence of development,e.formal and explicit approval,f.an unauthorized copy or imitation,g.chief executive officer,h.the entire amount of income before any deductions are made,i.someone who organizes a business venture and assumes the risk for it,j.any accounting period of 12 months,1.,g,2.,i,3.,a,4.,f,5.,b,6.,c,7.,d,8.,j,9.,h,10.,e,III.Translate the following sentences into Chinese,1.After graduating from Stanford,Knight acquiesced to his fathers wishes and secured a real job with a Portland accounting firm.,2.But he persevered,convinced that his inexpensive,high-performance shoes could beat the top sneakers-Adidas,Converse All-Stars and Keds-in the market.,3.Nike sold$3.2 million worth of shoes in 1972,and its profits doubled each of the next 10 years.,4.As athletically awesome and charismatic as Michael Jordan is,he alone did not make Nike as recognizable worldwide as Coke and McDonalds.,5.Nike is a cultural icon because Knight understood and captured the zeitgeist of American pop culture and married it to sports.,6.He found a way to utilize societys worship of heroes,obsession with status symbols and predilection for singular,often rebellious figures.,1.从斯坦福大学毕业后，奈特勉强服从了父亲的意愿，在波特兰的一家会计事务所找了一份“真正”的工作。,2.但他坚信，这些廉价高性能的运动鞋定能击败市场上象阿迪达斯、匡威、凯德这样的顶级品牌。,3.1972年耐克运动鞋的销售额达到320万美元，在之后的十年中每年的利润都翻了一番。,4.即使迈克尔.乔丹极具运动员风范，魅力超凡，单凭他自己的力量也无法使耐克成为可口可乐、麦当劳这样的全球知名品牌。,5.奈特理解并抓住了美国流行文化的时代精神，使之与体育联姻，因此，耐克成为了一种文化符号。,6.他找到一种方法，充分利用了社会对英雄的崇拜，对身份象征的迷恋以及对一些叛逆个体的偏好。,Reference,IV.Please put the following sentences into English.,1.摩尔先生被任命为首席执行官之前已在公司待了十二年。,Prior to his appointment as CEO,Mr.Moore had worked at the company for twelve years.,Reference,IV.Please put the following sentences into English.,2.首席执行官是最高层的公司管理者，负责全盘管理一个组织。,A chief executive officer is the highest-ranking corporate administrator in charge of total management of an organization.,Reference,IV.Please put the following sentences into English.,3.人们总是试图揭示出这些杰出的首席执行官是如何成功担负起自身的责任的。,People always try to unveil how the outstanding CEOs have succeeded in undertaking their responsibilities.,Reference,IV.Please put the following sentences into English.,4.首席执行官要对公司的成败负责，尤其是在起步阶段。,The CEO is responsible for the success or failure of the company,especially in a startup.,Reference,IV.Please put the following sentences into English.,5.首席执行官必须平衡好内外部的主动性，建立一个可持续发展的公司。,A CEO must have a balance of internal and external initiatives to build a sustainable company.,Reference,Fast Reading I,Walmart and the Middle Class,Sinking Together,UP,PREV,.,NEXT,It was once General Motors(GM)whose fortunes reflected those of the middle-class Americans who bought its products.Now,that bellwether Goliath is Walmart(WMT).,The giant retailer has become a microcosm of the middle class,since both are mighty yet struggling,and both may be going even further downmarket.Walmart,for instance,reported 2013 sales of$476 billion,which was a scant 1.5%higher than sales from the prior year basically no gain at all when accounting for inflation.Consumers personal income rose at almost the same puny rate in 2013,a year in which some segments of the economy surged but a large portion of the middle class remained disturbingly stagnant.,Walmarts problems stem from the transformation of the U.S.economy and the strains those changes are causing on ordinary people.A few examples:,A chronically weak job market is pinching lower-income consumers some of whom cant even afford to shop at Walmart anymore.,The digital revolution has left Walmart at a disadvantage against etailers such as Amazon(AMZN),which has 7 times Walmarts online revenue,and a much smaller physical footprint to manage.,The emerging“barbell economy”growing clusters of high-and low-income consumers,with fewer in the middle has driven many of Walmarts customers either to higher-end department stores or to deep discounters such as dollar chains.,A cutback in federal subsidies,such as food stamps and extended unemployment benefits,is taking money out of consumers pockets and shaving Walmarts bottom line as well.,With Walmart tied so closely to the fortunes lower-middle-class Americans,its no exaggeration to say that,as goes Walmart,so goes America.And vice versa.,Like many struggling Americans,Walmart has plans to rejuvenate its performance and assure its relevance.It has invested more in its website and e-commerce infrastructure,to compete better with Amazon.It also plans to open more small,neighborhood outlets that shoppers might visit for a handful of items,in contrast to the warehouse-sized stores that can take an hour or more to navigate.There have