高级综合商务英语unit-4.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,*,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,*,*,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,*,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,*,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,*,*,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,*,*,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,Four,Information Technology,1,Lead-in,Text A:Silicon Valley Visionary Who Put Apple on Top,Text B:Nokia at the Crossroads:Blazing Platforms,2,Lead-in,3,Lead-in,Are you using a smart phone,such as the iPhone or the Samsung Galaxy?,What applications do you use most often?,Do you think the using of smart phone has changed your life style?,4,Lead-in,Discussion:,What are the pros and cons of using smart phones?,5,Text A,Silicon Valley Visionary,Who Put Apple on Top,6,Structural Analysis,Para.,Main Topics,Para.1,-3,A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness.,Para.4-12,An exploration of the art of Steve Jobs to turn technology into elegant consuming products and the success Apple is enjoying now.,Para.13-16,A brief recall of Steve,s early life and his ups and downs before returning to Apple in 1997.,Para.,17-28,A discussion of the reasons that make Steve Jobs and the Apple a daunting success for rivals to compete.,7,Part,I,Questions about Part I,Q,1.Why had the comeback of Steve Jobs stirred up such an excitement?,This was not the first time of comeback for him to Apple.Little more than a decade earlier,he made his first comeback and turned Apple from going bankruptcy to an enormous successful company.Therefore his recovery and comeback were highly anticipated.,8,both Mr.Jobs career and Apple,were widely considered washed up,their relevance to the future of technology written off both in Silicon Valley and on Wall street.,(Line 4,Para.2),Both his career and the company he founded were widely considered to have come to an end,and he would have nothing to do with high-tech in the future in the eyes of silicon valley entrepreneurs and the Wall Street investors.,Part,I,Sentence Interpretation,9,the level of anticipation whipped up in advance of the January event was unusual.,(Line 1,Para.3),The level of excitement for expecting his return was extraordinary,which had already become heated before he stepped onto the stage in January.,Part,I,Sentence Interpretation,10,cap(Line 2,Para1),v.,lie at the top of,example:,He,capped,his friends story with an even more exciting one.,She,capped,her rage when she heard her husbands cheating on her.,Part,I,Words and Expressions,11,sideline(Line 1,Para.2),v.,remove from the center of activity or attention,使靠边，使降格，不重视,example:,He was under pressure to resign and was about to be,sidelined,.,What they fear is that environment policy will be,sidelined,until it is too late.,Part,I,Words and Expressions,12,emaciated(line.2,para.2),adj.,extremely thin and weak because of illness or lack of food,骨瘦如柴的,example:,.horrific television pictures of,emaciated,prisoners.,The animals had lost weight noticeably,becoming lean,almost,emaciated,.,Part,I,Words and Expressions,13,wash up(Line 5,Para.2),wear out completely,耗尽，结束,example:,I hardly believe the fact that their relationship has been,washed up,.,Part,I,Words and Expressions,14,write off (Line 6,Para.2),to decide something is unimportant or useless and they are not worth further serious attention,摒弃,example:,He is fed up with people,writing,him,off,because of his age.,His critics,write,him,off,as too cautious to succeed.,Part,I,Words and Expressions,15,whip up(Line 2,Para 3),deliberately cause and encourage people to feel a certain emotion,煽动,激起,example:,to,whip up,enthusiasm,He accused politicians of,whipping up,anti-foreign sentiments in order to win right-wing votes.,Part,I,Words and Expressions,16,Q1,.,In many critics eyes,what special talent did Steven Jobs have(Para.4)?,He has the ability to turn technologies into perfect products and convince people to buy IT gadgets that they even have no idea they needed.,Part,II,Questions about Part II,17,Q2,.,How did Apple now rule its new kingdom?(Para.10-11),By deciding which apps are available in its online store,and setting the rules for how those apps are developed,Apple now ruled its new kingdom.,Part,II,Questions about Part II,18,A rebuttal of Francis Scott Fitzgeralds much-quoted aphorism that there are no second acts in American life does not come more decisively than this.,(Line 1,Para.6),Famous writer F.S Fitzgerald once said there are no second acts in American life and it was agreed by many people.However,the life experience of Steve Jobs is a perfect example to show that the statement is not true.,Part,II,Sentence Interpretation,19,his formative role in popularizing the personal computer,and Apples initial pubic offering on Wall Street made him the tech industrys first rock star.,(Line 4,Para.6),his pioneering role at the beginning stage of personal computer industry,and the companys listing in the stock marketmade him a big iconic figure in the tech industry.,Part,II,Sentence Interpretation,20,he has secured his place in the foremost ranks of the West Coast tech titans.,(Line 1,Para.7),Undoubtedly,h,e is regarded as one of the leading figures of West Coast IT giants,Part,II,Sentence Interpretation,21,of all the fingers that Apple has poked into Microsofts eyes over the years,none can have rankled as much as the early success of the iPad.,(Line 1,Para.8),Of all the challenges that Apple has raised against Microsoft and of all the successes that Apple enjoyed during the competition with Microsoft,the early success of the iPad is the bitterest for Microsoft to accept.,Part,II,Sentence Interpretation,22,His ability to get consumers to line up for products conjured from nothing paying premium prices,and in uncertain economic times draws accolades even from rivals.,(Line 3,Para.12),He has an ability to get consumers to queue in lines,to pay higher prices even at times of economic uncertainty,just for want of the Apple products.Such ability has won praise for him even from his rivals.,Part,II,Sentence Interpretation,23,disparagingly(Para.4),adv.,in a disparaging manner,轻蔑地,蔑视地,disparaging,adj.,expressive of low opinion,example:,He was critical of the people,disparaging,of their crude manners.,disparaging,remarks about the new house,Part,II,Words and Expressions,24,rebuttal(Para.6),n.,a statement that gives reason why an accusation or a charge against you is untrue,辩驳，反驳,example:,He is conducting a point-by-point,rebuttal,of charges from former colleagues.,Part,II,Words and Expressions,25,exert greater sway(Para.7),have a greater influence on,有更大的影响力,example:,Developed countries,exert greater sway,over the issues of maintaining world peace.,Part,II,Words and Expressions,26,rankle(Para.8),v.,make resentful or angry because you think it was unfair or wrong,令人愤怒,example:,The injustice,rankled,her.,The insult that his sister hurled at him still,rankled,in his mind.,Part,II,Words and Expressions,27,digerati(Para.10),n.,people who earn large amount of money through internet-related business,电子商务精英，计算机行家,example:,With bloggers,developers and other members of the,digerati,looking for more,this new technology can help take it to the next level.,Part,II,Words and Expressions,28,conjure(Para.12),v.,If you conjure sth.out of nothing,you seem to make it appear by magic,变魔术般创造出,example:,Icantsimply,conjure,upthemoneyout ofthinair.,Jeancan,conjure,upagoodmealinhalfanhour.Part,II,Words and Expressions,29,Q1,.,What kind of spiritual beliefs exerted a heavy influence on Steve Jobs?(Para.15)?,His spiritual training of Zen Buddhism has played an important role in his life.,Part,III,Questions about Part III,30,There was little in Mr.Jobs beginnings that gave a hint of what was to come.,(Line 1,Para.14),From Mr.Jobs early life we couldnt find much sign or indication of his later success.,Part,III,Sentence Interpretation,31,Mr.Jobs spiritual aspirations left him with little use for either shoes or soap for long periodsto the distress of co-workers.,(Line 2,Para.15),Because of his spiritual beliefs,for a long time,he seldom wore shoes or took a showerit was quite a distress to his co-workers.,Part,III,Sentence Interpretation,32,fledgling(Line 5,Para.14),adj.,young and inexperienced,example:,.the sound practical advice he gave to,fledgling,writers.,Hewaschosenin1996,beginning histrainingforChinas,fledgling,spaceprogram.,Part,III,Words and Expressions,33,eschew(Line 6,Para.15),v.,deliberately avoid doing sth or becoming involved in sth.,避免，回避,example:,A civilized leader must,eschew,violence.,Eschew,fatteningfoodsifyouwanttolose,weight.,Part,III,Words and Expressions,34,floundering(Line 4,Para.16),adj.,if something is floundering,it has many problems and may soon fail completely,陷入困境,example:,The economy was,floundering,.,Men and horses were,floundering,in the deep snow beside the road.,Part,III,Words and Expressions,35,Q1,.,What are the qualities of Steve Jobs that enabled him to achieve such a tremendous success(Para.17-26)?,Never stopping pushing forward,he was brave,courageous and obsessive to details.He was also a perfectionist.Later his style changed a little,and he had become more pragmatic and learnt to compromise when necessary.,Part,IV,Questions about Part IV,36,Those who have labored under him describe him as a stern taskmaster who understands the art of the possible,rather than a long-range visionary.,(Line 2,Para.17),Those who have worked under him describe him as a strict task master who knows what is possible to achieve at the moment,not someone who always focuses on the future.,Part,IV,Sentence Interpretation,37,A lieutenant who left this year describes how the Apple boss can become more fixated in finding flaws in an icon on a screen than in the program it represents.,(Line 1,Para.20),An assisting staff who left this year said that Steve sometimes would put more emphasis on finding flaws of the design of an icon than the program it represents.,Part,IV,Sentence Interpretation,38,but the greater sense of expediency reflects Apples new place in the world.,(Line 1,Para.23),but becoming more pragmatic and choosing to do what is more convenient rather than what is believed to be right reflects Apples new approach in operation as its place in the business world changed.,Part,IV,Sentence Interpretation,39,though the reversal also seemed calculated to appease developers who might otherwise turn more attention to creating apps for phones running Googles software.,(Line 4,Para.26),though the removal of the requirement seemed carefully planned so as to gain good will of software developers who might otherwise turn to create apps for other phone companies.,Part,IV,Sentence Interpretation,40,culmination(line 1,para17),n.,something,especially something important,ofan activity,process,or series of events,happens at the end of it,结局，高潮，顶点,example:,The show marked the,culmination,of months of hard work.,The reforms marked the successful,culmination,of a long campaign.,Part,IV,Words and Expressions,41,call the shots(Line 1,Para.19),to give orders or to be in charge,操纵，掌握，发号施令,example:,Typically,a single company cannot,callthe,shots,that transform an industry.,“Who is,calling the shots,in this house?”,Part,IV,Words and Expressions,42,fixated(Line 3,Para.20),Fixate,v.,pay attention to exclusively and obsessively,become fixed on,关注，注视，使固定,example:,The media are,fixating,on Princess Dianas death.,If you are too,fixated,on something,you might miss a car coming around the corner and fail to jump out of the way.,Part,IV,Words and Expressions,43,buoy(Line 2,Para.24),v.,keep afloat with a buoy;if someone in a difficult situationis buoyedby something,it makes them feel more cheerful and optimistic,支撑，鼓励，使浮起,example:,The party did little to,buoy,up her spirits.,German domestic consumption,buoyed,the German economy.,Part,IV,Words and Expressions,44,dismissive(Line 1,Para.25),adj.,showing indifference or disregard,轻视的，鄙视的,example:,Her manner was coldly,dismissive,.,She might have been less,dismissive,of my talents if he could have seen my latest achievements.,Part,IV,Words and Expressions,45,calculated(Line 15,Para.26),adj.,carefully thought out in advance,精心策划的，蓄谋的,example:,Irenes cleaning the floor had been a,calculated,attempt to cover up her crime.,.a,calculated,and coherent strategy for winning power,Part,IV,Words and Expressions,46,appease(Line 15,Para.26),v.,try to stop some from being angry by giving them what they want,使平息，使和缓，安抚,example:,The move was widely seen as an attempt to,appeasecritics of the regime.,The government tried to,appease,discontented workers.,Part,IV,Words and Expressions,47,Text B,Nokia at the Crossroads:Blazing Platforms,48,Structural Analysis,Para.,Main Topics,Para.1,-5,Nokia,the once Europe,s hottest firm,is facing serious challenge now.,Para.,6-10,The reasons why Nokia has lost its edge.,Para.11-15,Strategies and measures for Nokia to compete again.,Para.,16-17,Although there are signs of revival for some other European mobile phone companies,a full recovery would take a longer time.,49,I.Discussion,1.What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?,Exercises,I.Speaking,50,The first generations of modern mobile phones were purely devices for conversation and text messages.,The money lay in designing desirable handsets,manufacturing them cheaply and distributing them widely.This played to European strengths.,And Nokia has been a highly efficient manufacturing and logistics machine capable of churning out a dozen handsets a second and selling them all over the world.,Exercises,I.Speaking,51,2.Why couldnt Nokia continue its success?,Exercises,I.Speaking,52,As microprocessors become more powerful,mobile phones are changing into hand-held computers.,As a result,most of their value is now in software and data services.This is where America,in particular Silicon Valley,is hard to beat.,Nokia,along with the rest of Europes mobile industry,is also being squeezed in both simple handsets and networking equipment.,Exercises,I.Speaking,53,3.What strategies are likely to be adopted by the management of the company to cope with the situation?,Exercises,I.Speaking,54,The major strategy is turning the Finnish hardware-maker into a provider of software and services.,A former senior executive of Microsoft was brought in to work as the new CEO.The first option is trying to turn Symbian,its own operating system for smartphones,into the first platform for mobile software and services after the iPhone and Android.,Exercises,I.Speaking,55,II.Debate,Divide the whole class into several teams to debate on the topics given.,Exercises,I.Speaking,56,Nokias future is doomed.,Value-oriented proposition,57,People should return to traditional ways of communication instead of massive use of smartphones.,Policy proposition,58,