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1、-新编商务英语教案-第 14 页新编商务英语教案Unit 9Part I Pre-learningI . Aims for This UnitBy the end of this lesson, students should be able to:A. Know some knowledge about qualities for a successful businessman.B. Understand how to express agreeing and disagreeing.C. Learn how to describe characters. D. Grasp the wor
2、ds or phrases related to business.II. Cultural BackgroundA. Tips For The Successful Businessman 1. VisionThe businessman should have a clear view on what is happening in the market. From very far he should recognize his potential customers and attack them at the right moment. At the same time he sho
3、uld be aware of the dangers that surround him, anticipate, absorb the environment and be prepared to act immediately.2. KnowledgeBusinessman should know everything about his business and when I say everything, I mean everything. He should know all about the products he sells from beginning to end, e
4、very detail should be an open book to him. He can never be surprised with questions on which he has no answers. He should know about marketing techniques, the position and plans of competitors etc., etc. And if he doesnt possess this knowledge by nature, he has to learn it.3. Enough is enoughBusines
5、sman has to restrict himself to a number of products he can handle and products that matches his skills and abilities. To stay in the animal world: if you are a cow dont try to jump fences like a horse. People will only laugh at you. It is better to sell one product very well than ten without a sati
6、sfying result.4. CourageThe beginning businessman as well, who is maybe starting his business in great uncertainty about the future can learn from the bald eagle: Flying high starts with spreading your wings!B. 10 Secrets of Successful Entrepreneurs How do you know whether you can be a successful en
7、trepreneur, or if you are better off as a salaried employee? While there is no surefire formula for success, studies have shown that successful entrepreneurs share these ten characteristics. Check if you possess any one of them.1. Think success.2. Be passionate with what you do.3. Focus on your stre
8、ngths.4. Never consider the possibility of failure.5. Plan accordingly.6. Work hard!7. Constantly Look for Ways to Network.8. Willingness to Learn.9. Persevere and have faith.10. Discipline yourself.C. Key qualities of successful entrepreneurs 1. Common sense 2. Specialized knowledge of your field 3
9、. Self-confidence 4. Ability to get things done 5. Creativity 6. Ability to lead 7. Self reliancePart II Learning ProcedureReading II . Key Language Points1. maximize: vt. to increase something as much as possible 把增加到最大限度【例句】We must maximize profits. 我们必须尽量增加利润。People are trying their best to maxim
10、ize the use of waste material.人们尽力最大限度地利用废弃材料。相关词 maximum1) adj. (仅用于名词前面) 最高的, 最多的, 最大限度的【例句】The maximum load for this truck is ten ton. 这辆卡车最大载重量是10吨。 Whats the maximum distance youve swum? 你游得最远距离是多少？ 2) n. 最大量，最大限度【例句】The sound has reached its maximum. 声音达到最高音位。相关词 minimize vt. to decrease somet
11、hing as much as possible 把减少到最小程度【例句】The polar explorers took every precaution to minimize the dangers of their trip.极地探险者十分小心谨慎，以便使旅途的危险性减少到最小。We have minimized our price. 我方已将价格降至最低。2values: n.(pl.) peoples basic beliefs about the difference between right and wrong, good or bad, important or unimp
12、ortant 标准；准则；价值观 【例句】artistic/ legal/ scientific values 艺术/法律/科学标准 moral values 道德标准 He has very conservative values. 他有很保守的价值观。3turn around: to manage an unsuccessful business so well that it becomes successful again 使（业务）好转【例句】In under three years she had completely turned the company around.在不到三年
13、的时间里，她已经完全使公司的业务好转了。4by comparison with: compared with 与相比【例句】Radio broadcasting is considered as very old-fashioned by comparison with television. 与电视相比而言，电台广播被认为是老掉牙了。5introvert: n. someone who thinks mainly about his or her own personal life and does not enjoy spending time with other people 性格内向
14、者 相关词 introverted adj. 性格内向的；不善交际的 【例句】Sometimes she is introverted and sometimes extroverted. In a word, she is a sensible good girl. 她有时内向，有时外向，总之，她是一个懂事的好女孩。6by nature: concerned with ones character or the characteristics one is born with 就性格/本质而言【例句】She is quiet and shy by nature. 她生性温柔腼腆。He is
15、endowed with a gift in music by nature. 他天生有音乐才能。7discipline: 1) n. a state of order or control gained as a result of the training to obey rules and orders 纪律 【例句】They have good discipline. 他们纪律严明。 be strict in discipline 纪律严明 The soldiers showed perfect discipline under the fire of the enemy.在敌人的炮火
16、下，那些士兵显示了良好的纪律。 2) n. an area of knowledge such as history, chemistry, etc. that is studied at a university 学科，科目 3) vt. to teach someone to obey rules and control their own behavior 训练，管教 【例句】It takes years of discipline to become a pianist. 要成为钢琴家需经多年训练。 He disciplined the new soldiers. 他训练新兵。stri
17、ct discipline 严格的训练be under perfect discipline 受着很好的训练相关词 disciplined adj. 遵守纪律的；受过训练的【例句】His army is a very disciplined force. 他的军队是一支训练有素的队伍。 It showed that they had been well disciplined. 这表明他们受过良好的训练。8aspiration: n. (一般用复数) a strong desire to have or achieve something 抱负 【例句】She was filled with
18、the aspiration to succeed in life. 她渴望有所成就。 He has serious aspirations to a career in politics. 他有从政的雄心壮志。 She has aspirations to become a great writer. 她有做名作家的抱负。 相关词 aspire vi. 追求；渴望；有志于 【例句】aspire after truth 追求真理aspire after knowledge 立志求知识The young girl aspired to be a scientist. 小女孩立志要做一名科学家。A
19、s a model, Monroe always aspired to an acting career.当模特儿时,梦露渴望演员生涯。They aspire to freedom. 他们渴望得到自由。9be out: cause to exist; be to the point of extinction or exhaustion; no longer fashionable 消失；完结；熄灭；过时 【例句】The gas is out. 瓦斯灭了。 The tide is out. 潮退了。 Long skirts are out this summer. 今年夏天长裙已经过时了。10
20、ritual: 1) n. something that you do regularly in the same way 惯例；例行的事务【例句】She went through her usual ritual of making sure all the doors were locked before she went to bed. 她上床之前按惯例检查一下所有的门是不是都锁上了。2) n. a ceremony to mark an important religious or social occasion 仪式；典礼【例句】an ancient ritual in modern
21、 dress 以现代风貌包装的古代仪式3) adj. done in a fixed and expected way, but without real meaning or sincerity 例行的，惯常的 【例句】ritual phrases of greeting 例行的客套话11via: 1) prep. using a particular person, machine, etc. to send something 通过；借助于【例句】I sent a message to Mary via her brother. 我托玛丽的兄弟把信带给她。2) prep. traveli
22、ng though a place on the way to another place经过；取道【例句】We shall go from London to Washington via New York. 我们将从伦敦经过纽约到华盛顿。 I can send him a note via the internal mail system. 我可以通过内部通信系统给他发个通知。12. thrive on: to enjoy or be successful in conditions that other people, businesses, etc. find difficult or
23、 unpleasant 乐意做(别人觉得难做或不乐意做的事)；(在其他人、企业等认为困难或不利的环境中)成功【例句】I stuck it in a pot and forgot about it, but the plant, far from dying, seemed to thrive on neglect.我把它插进花盆后便忘了这件事，但这株植物非但没有死，似乎还因被忽略而长得很茁壮。I know that you will make good in your new job because you thrive on.我相信你一定能胜任新职，因为你是一个能当重任的人。13suite:
24、 n. a set of rooms in a building, esp. the expensive ones in a hotel 套间【例句】a well-appointed suite 陈设齐全的套间 The suite is for the honeymoon couple. 这套房是为新婚夫妇设的。IIDifficult Sentences1) Doug Ivester is the guy who for nearly two years worked constantly to provide essential support to Roberto Goizueta as
25、he not only turned Coca-Cola around but made it into a powerhouse. 要点：该句为主从复合句，主句为：Doug Ivester is the guy，who 引导的从句为定语从句，修饰the guy, as he not only turned为原因状语从句。译文：道格拉斯艾伍斯特是这样的人，两年来，他一直不断给罗伯特古兹塔最重要的支持，因为罗伯特古兹塔不仅使可口可乐公司的经营有所好转，而且把该公司变成了一个成功的、具有经济实力的公司。2) He worked systematically to obtain the breadt
26、h needed to be a modern chief executive getting media coaching and spending three years worth of Saturdays, six hours at a time, being tutored in marketing. 要点：该句为简单句，needed为过去分词，作定语修饰the breadth。破折号后的句子，为现在分词getting和being tutored引导的现在分词短语，在句中作状语，补充说明如何学习及学习什么。spending为现在分词短语，说明花费多长时间学习市场营销。译文：他系统地学
27、习，不断汲取作为一名现代高层管理人员所需要的知识和能力通过各种大众媒体获取信息，并且在相当于三年的每个星期六中，每次6小时，学习市场营销。3) He is a straight arrow, constantly encouraging his executives to “do the right thing”, yet he is fascinated with Las Vegas, which he visits once a year, gambling and people-watching a lot. 要点：该句有两个并列句组成，在yet引导的并列句中，有一个which引导的非限
28、制性定语从句，修饰Las Vegas, gambling and people-watching a lot为现在分词短语做状语，说明去拉斯维加斯的目的，“straight arrow” means someone who never does anything illegal or unusual.译文：他是一个守法的经营者，他不断激励他的下属“做应该做的事情”，但是，他对拉斯维加斯极度入迷，他每年都要到那里去一次，赌博或者看别人赌博。4) He is big on discipline, which to him means: be where youre supposed to be.要
29、点：该句为主从复合句，主句为：He is big on discipline，which引导一个非限制性定语从句，代表的是前面主句的意思。译文：他自控能力强，遵守纪律，这对他而言，即意味着：待在你应该待的地方。5）Ivester prefers that employees think of themselves as knowledge workers their office is the information they carry around with them, supported by technology that allows them to work anywhere. 要
30、点：该句为主从复合句，主句为：Ivester prefers，that employees think of为宾语从句，supported by technology that allows them to work anywhere为过去分词短语作定语修饰knowledge workers。their office is the information they carry around with them进一步说明前面的句子，传统的办公室工作已不存在了。译文：艾伍斯特更喜欢他的员工把自己看成是有知识的工人；由技术支撑的工人。而他们的办公室就是他们随身携带的（知识）技术，这种技术使得他们可以
31、到任何地方工作。III Structure of Reading IPart I (Paragraph 1)Douglas Ivester, a factory foremans son and former accountant, becomes the CEO of Coca-Cola company after the death of Roberto Goizueta.Part II (Paragraph 2-3)Douglas Ivesters family background and his ambition.Part II (Paragraph 4-7)Douglas Ives
32、ter a successful businessman and his management style.1) Keeps learning and makes himself the qualified chief executive. 2)He is strict with his staffs and himself on work issues. 3) Strict hierarchy no longer exists in his company. He is a sociable leader and he communicates freely with his staff.
33、He encourages his staff to be armed with knowledge. 4) He creates a communication channel, lets the top executives discuss issues and encourages them to make decision timely.Reading III. Notes1. theme: n. the subject or main idea in a discussion, conversation, lecture, or piece of writing, etc. 主题2.
34、 in ones 20s: to describe the period between the age of 20 and 30【例句】in her 30s in my fifties3. sickly: adj. often ill, weak and unhealthy 有病的，体弱的【例句】The trouble is the boy is sickly. 麻烦的是，这个孩子体弱多病。4. by age 40: no later than 40; before age 405. adapt (to): vi. to make or become suitable for new nee
35、ds, purposes, or situation, etc. 适应【例句】She adapted herself quickly to the new climate. 她很快就适应了这种新气候。6. phenomenally: adv. unusually 非凡地，不一般地【例句】His reaction was phenomenally quick. 他的反应准确而又迅速。7. philanthropist: n. a person who is kind and helpful to those who are poor or in trouble, especially by ma
36、king generous gifts of money 慈善家8. statesman: n. an experienced political or government leader, especially one who is widely known and is respected as being wise, honorable, and fair-minded 政治家9. peak: vi. to reach the highest point or level 达到顶峰【例句】Property prices have peaked. 房地产价格已达到最高点。10. decli
37、ne: vi. to become less in quality, importance or strength; to go from a better position to a worse position, or from higher to lower 跌落；衰败【例句】Her influence declined after she lost the election. 她落选后，其影响力大为降低。11. remarkable: adj. unusual or exceptional in some way that causes people to notice and be
38、surprised 显著的；异常的；非凡的【例句】a remarkable change 显著的变化a remarkable work 出色的工作(作品)make oneself too remarkable (使自己)锋芒毕露The child is remarkable for his cleverness. 这孩子聪明得惊人。 He showed remarkable courage when he faced the danger. 他在面对危险的时候表现出非凡的勇气。12. (be) related to: (to be) connected in some way 与有关【例句】T
39、hese two events were related to each other. 这两个事件相互有联系。 All things were related to all other things. 所有事物都是和所有其他事物相联系的。13. achievement: n. success after a lot of efforts 成就14. privilege: n. a special right or advantage possessed by a particular person or group because of their wealth, social rank, e
40、tc. 特权【例句】They fought against privilege in order to create a fairer society. 他们进行反对特权的斗争以便建立较为公平的社会。15. dimension: n. a particular part or aspect of a problem (空间)度；尺度【例句】Time is sometimes called the fourth dimension. 时间有时被称为第四度空间。 There is another dimension to this problem which you havent consider
41、ed. 这个问题还有你尚未考虑到的另一个方面。16. aggressively: adv. If you do sth. aggressively, you are eager to succeed and behave in a determined and forceful way without caring about other people. 好胜地；有进取心地17. seek (sought): vt. to make a search for sth.; to try to get sth. 寻求【例句】You should seek advice from your lawy
42、er on this matter.这件事情你应该请教你的律师。 We sought her out to tell her of her success. 我们找到她，告诉她她成功了。18. incredible: adj. unbelievable,; very hard to believe or imagine 不可思议的【例句】Thats the most incredible coincidence Ive ever heard of! 那是我听说过的最难以置信的巧合！19. generate: vt. to cause to exist; to produce 产生【例句】Wat
43、er power can be used to generate electricity. 水力可以用来发电。 Can the Internet be effectively used to generate revenue? 因特网能有效地用来创收吗？20. reform: vt. to improve by making changes 改革【例句】We should reform outdated and irrational rules and regulations.我们应当改革旧的不合理的规章制度。21. civic: adj. of a city or its citizens
44、市民的，公民的【例句】Its a civic pride to have a champion. 拥有世界冠军是我们每个公民的骄傲。 civic duties 公民义务 civic project 市政工程22. research associate: person connected with another in research work 研究伙伴【例句】business associate 生意伙伴 work associate 工作伙伴23. prod: vt. to urge sharply into action or thought; to remind sb. to do 促
45、使行动【例句】I shall have to prod him to pay me what he owes. 我将不得不催促他把欠我的钱还给我。 He needs a crisis to prod him into action. 他要事到临头才被迫采取行动.24. citizenry: n. a literary word which refers to people living in a country, state, or city; the whole body of citizens 公民或市民的总称25. make contributions to: to help make
46、sth. successful 对作出贡献【例句】You are so capable and knowledgeable that you are in a position to make important contributions to our country. 你们有本领、有知识，是能够为我们国家做出重要贡献的。He has made an important contribution to the companys success. 他对公司的成功作出了重要的贡献。26. inspirational: adj. giving the urge, desire, or eagern
47、ess to take effective action 给予灵感的【例句】It is possible for such inspirational, emotion shots in the arm the hop us up and give us temporary relief. 这种灵感上和情感上的刺激可能给予我们一副麻醉剂，使我们暂时免除痛苦。27. role model: a person whose behavior in a particular role is copied or is likely to be copied by others 供他人仿效的职责模范【例句】A coach should act as a role model for his athletes. 教练员要做运动员的榜样。Theres little