高级综合商务英语unit.ppt

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1、Unit Four Information Technology1.Lead-in2.TextA:SiliconValleyVisionaryWhoPutAppleonTop3.TextB:NokiaattheCrossroads:BlazingPlatformsLead-inAreyouusingasmartphone,suchastheiPhoneortheSamsungGalaxy?Whatapplicationsdoyouusemostoften?Doyouthinktheusingofsmartphonehaschangedyourlifestyle?Lead-in Discussi

2、on:What are the pros and cons of using smart phones?Structural AnalysisPara.Main TopicsPara.1-3A brief introduction of the coming back of Steve Jobs after his temporary leave of the company because of the illness.Para.4-12An exploration of the art of Steve Jobs to turn technology into elegant consum

3、ing products and the success Apple is enjoying now.Para.13-16A brief recall of Steves early life and his ups and downs before returning to Apple in 1997.Para.17-28A discussion of the reasons that make Steve Jobs and the Apple a daunting success for rivals to compete.Part I Questions about Part I Q1.

4、Why had the comeback of Steve Jobs stirred up such an excitement?ThiswasnotthefirsttimeofcomebackforhimtoApple.Littlemorethanadecadeearlier,hemadehisfirst comeback and turned Apple from goingbankruptcy to an enormous successful company.Therefore his recovery and comeback were highlyanticipated.both

5、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)Bothhiscareerandthecompanyhefoundedwerewidelyconsideredtohavecometoanend,andhewouldhavenothingtodowithhigh-techinthefutureintheey

6、esofsiliconvalleyentrepreneursandtheWallStreetinvestors.Part I Sentence Interpretation 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 wasextraordinary,whichhadalreadybecomeheatedbeforehesteppedontothest

7、ageinJanuary.Part I Sentence Interpretationcap(Line 2,Para.1)v.lieatthetopofexample:Hecappedhisfriendsstorywithanevenmoreexcitingone.Shecappedherragewhensheheardherhusbandscheatingonher.Part I Words and Expressions sideline(Line 1,Para.2)v.removefromthecenterofactivityorattention使靠边，使降格，不重视example:H

8、ewasunderpressuretoresignandwasabouttobesidelined.Whattheyfearisthatenvironmentpolicywillbesidelineduntilitistoolate.Part I Words and Expressionsemaciated(line.2,para.2)adj.extremelythinandweakbecauseofillnessorlackoffood骨瘦如柴的example:.horrifictelevisionpicturesofemaciatedprisoners.Theanimalshadlostw

9、eightnoticeably,becominglean,almostemaciated.Part I Words and Expressionswash up(Line 5,Para.2)wearoutcompletely耗尽，结束example:Ihardlybelievethefactthattheirrelationshiphasbeenwashedup.Part I Words and Expressions write off (Line 6,Para.2)todecidesomethingisunimportantoruselessandtheyarenotworthfurthe

10、rseriousattention 摒弃摒弃example:Heisfedupwithpeoplewritinghimoffbecauseofhisage.Hiscriticswritehimoffastoocautioustosucceed.Part I Words and Expressionswhip up(Line 2,Para 3)deliberatelycauseandencouragepeopletofeelacertainemotion煽动,激起example:towhipupenthusiasmHeaccusedpoliticiansofwhippingupanti-fore

11、ignsentimentsinordertowinright-wingvotes.Part I Words and Expressions Q1.In many critics eyes,what special talent did Steven Jobs have(Para.4)?He has the ability to turn technologies into perfectproductsandconvincepeopletobuyITgadgetsthattheyevenhavenoideatheyneeded.Part II Questions about Part II Q

12、2.How did Apple now rule its new kingdom?(Para.10-11)Bydecidingwhichappsareavailableinitsonlinestore,andsettingtherulesforhowthoseappsaredeveloped,Applenowruleditsnewkingdom.Part II Questions about Part II A rebuttal of Francis Scott Fitzgeralds much-quoted aphorism that there are no second acts in

13、American life does not come more decisively than this.(Line 1,Para.6)FamouswriterF.S Fitzgeraldoncesaidtherearenosecond acts in American life and it was agreed bymanypeople.However,thelifeexperienceofSteveJobsisaperfectexampletoshowthatthestatementisnottrue.Part II Sentence Interpretation ,his forma

14、tive 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 ofpersonalcomputerindustry,andthecompanyslistinginthestockmarketmadehimabigiconicfigureinthetechindus

15、try.Part II Sentence Interpretation he has secured his place in the foremost ranks of the West Coast tech titans.(Line 1,Para.7)Undoubtedly,he is regarded as one of the leadingfiguresofWestCoastITgiantsPart II Sentence Interpretation of all the fingers that Apple has poked into Microsofts eyes over

16、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 raisedagainstMicrosoftandofallthesuccessesthatApple enjoyed during the competition withMicrosoft,theearlysuccessoftheiPadisthebitterestforMicrosofttoaccept.Part II Sentence In

17、terpretation 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)Hehasanabilitytogetconsumerstoqueueinlines,topay higher prices even at times of economicuncertainty,justforwa

18、ntoftheAppleproducts.Suchabilityhaswonpraiseforhimevenfromhisrivals.Part II Sentence Interpretationdisparagingly(Para.4)adv.inadisparagingmanner轻蔑地,蔑视地disparagingadj.expressiveoflowopinionexample:He was critical of the people,disparaging of theircrudemanners.disparagingremarksaboutthenewhousePart II

19、 Words and Expressionsrebuttal(Para.6)n.astatementthatgivesreasonwhyanaccusationorachargeagainstyouisuntrue辩驳，反驳example:Heisconductingapoint-by-pointrebuttalofchargesfromformercolleagues.Part II Words and Expressionsexert greater sway(Para.7)haveagreaterinfluenceon有更大的影响力example:Developedcountriesex

20、ertgreaterswayovertheissuesofmaintainingworldpeace.Part II Words and Expressionsrankle(Para.8)v.make resentful or angry because you think itwasunfairorwrong令人愤怒example:Theinjusticerankledher.Theinsultthathissisterhurledathimstillrankledinhismind.Part II Words and Expressionsdigerati(Para.10)n.people

21、 who earn large amount of moneythroughinternet-relatedbusiness电子商务精英，计算机行家example:Withbloggers,developersandothermembersofthedigerati looking for more,this new technology canhelptakeittothenextlevel.Part II Words and Expressionsconjure(Para.12)v.Ifyouconjuresth.outofnothing,youseemtomakeitappearbyma

22、gic变魔术般创造出example:Icantsimplyconjureupthemoneyoutofthinair.Jeancanconjureupagoodmealinhalfanhour.Part II Words and ExpressionsQ1.What kind of spiritual beliefs exerted a heavy influence on Steve Jobs?(Para.15)?His spiritual training of Zen Buddhism hasplayedanimportantroleinhislife.Part III Question

23、s about Part III There was little in Mr.Jobs beginnings that gave a hint of what was to come.(Line 1,Para.14)FromMr.Jobsearlylifewecouldntfindmuchsignorindicationofhislatersuccess.Part III Sentence Interpretation Mr.Jobs spiritual aspirations left him with little use for either shoes or soap for lon

24、g periodsto the distress of co-workers.(Line 2,Para.15)Becauseofhisspiritualbeliefs,for alongtime,heseldomworeshoesortookashoweritwasquiteadistresstohisco-workers.Part III Sentence Interpretationfledgling(Line 5,Para.14)adj.youngandinexperiencedexample:.thesoundpracticaladvicehegavetofledglingwriter

25、s.Hewaschosenin1996,beginninghistrainingforChinasfledglingspaceprogram.Part III Words and Expressionseschew(Line 6,Para.15)v.deliberately avoid doing sth or becominginvolvedinsth.避免，回避example:Acivilizedleadermusteschewviolence.Eschewfatteningfoodsifyouwanttoloseweight.Part III Words and Expressionsf

26、loundering(Line 4,Para.16)adj.if something is floundering,it has manyproblemsandmaysoonfailcompletely陷入困境example:Theeconomywasfloundering.Men and horses wereflounderingin the deep snowbesidetheroad.Part III Words and Expressions Q1.What are the qualities of Steve Jobs that enabled him to achieve suc

27、h a tremendous success(Para.17-26)?Never stopping pushing forward,he was brave,courageousandobsessivetodetails.Hewasalsoaperfectionist.Laterhisstylechangedalittle,andhehadbecomemorepragmaticandlearnttocompromisewhennecessary.Part IV Questions about Part IV Those who have labored under him describe h

28、im as a stern taskmaster who understands the art of the possible,rather than a long-range visionary.(Line 2,Para.17)Thosewhohaveworkedunderhimdescribehimasastrict task master who knows what is possible toachieve at the moment,not someone who alwaysfocusesonthefuture.Part IV Sentence Interpretation A

29、 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)AnassistingstaffwholeftthisyearsaidthatStevesometimeswouldputmoreemphasisonfindingflawsof the design of an icon than the progr

30、am itrepresents.Part IV Sentence Interpretation ,but the greater sense of expediency reflects Apples new place in the world.(Line 1,Para.23),but becoming more pragmatic andchoosingtodowhatismoreconvenientratherthan what is believed to be right reflectsApplesnewapproachinoperationasitsplaceinthebusin

31、essworldchanged.Part IV Sentence Interpretation ,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 requirementseemedcarefullyplannedsoastogaingoodwil

32、l of software developers who mightotherwiseturntocreateappsforotherphonecompanies.Part IV Sentence Interpretationculmination(line 1,para.17)n.something,especially something important,ofan activity,process,or series of events,happensattheendofit结局，高潮，顶点example:The show marked theculminationof months

33、of hardwork.Thereformsmarkedthesuccessfulculminationofalongcampaign.Part IV Words and Expressionscall the shots(Line 1,Para.19)togiveordersortobeincharge操纵，掌握，发号施令example:Typically,asinglecompanycannotcalltheshotsthattransformanindustry.“Whoiscallingtheshotsinthishouse?”Part IV Words and Expressions

34、fixated(Line 3,Para.20)Fixate v.pay attention to exclusively andobsessively,becomefixedon关注，注视，使固定example:ThemediaarefixatingonPrincessDianasdeath.Ifyouaretoofixatedonsomething,youmightmissacarcomingaroundthecornerandfailtojumpoutoftheway.Part IV Words and Expressionsbuoy(Line 2,Para.24)v.keep afloa

35、t with a buoy;if someone in adifficult situationis buoyedby something,itmakes themfeelmorecheerfulandoptimistic 支撑，鼓励，使浮起example:Thepartydidlittletobuoyupherspirits.German domestic consumptionbuoyed the Germaneconomy.Part IV Words and Expressionsdismissive(Line 1,Para.25)adj.showingindifferenceordis

36、regard 轻视的，鄙视的example:Hermannerwascoldlydismissive.Shemighthavebeenlessdismissiveofmytalentsifhecouldhaveseenmylatestachievements.Part IV Words and Expressionscalculated(Line 15,Para.26)adj.carefullythoughtoutinadvance 精心策划的，蓄谋的example:Irenescleaningthefloorhadbeenacalculatedattempttocoveruphercrime

37、.acalculatedandcoherentstrategyforwinningpowerPart IV Words and Expressionsappease(Line 15,Para.26)v.try to stop some from being angry by givingthemwhattheywant 使平息，使和缓，安抚example:Themovewaswidelyseenasanattempttoappeasecriticsoftheregime.Thegovernmenttriedtoappeasediscontentedworkers.Part IV Words a

38、nd Expressions Structural AnalysisPara.Main TopicsPara.1-5Nokia,the once Europes hottest firm,is facing serious challenge now.Para.6-10The reasons why Nokia has lost its edge.Para.11-15Strategies and measures for Nokia to compete again.Para.16-17Although there are signs of revival for some other Eur

39、opean mobile phone companies,a full recovery would take a longer time.I.Discussion1.What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?Exercises I.SpeakingThefirstgenerationsofmodernmobilephoneswerepurelydevicesforconversationandtextmessag

40、es.Themoneylayindesigningdesirablehandsets,manufacturingthemcheaplyanddistributingthemwidely.ThisplayedtoEuropeanstrengths.AndNokiahasbeenahighlyefficientmanufacturingandlogisticsmachinecapableofchurningoutadozenhandsetsasecondandsellingthemallovertheworld.Exercises I.Speaking2.Why couldnt Nokia con

41、tinue its success?Exercises I.SpeakingAsmicroprocessorsbecomemorepowerful,mobilephonesarechangingintohand-heldcomputers.Asaresult,mostoftheirvalueisnowinsoftwareanddataservices.ThisiswhereAmerica,inparticularSiliconValley,ishardtobeat.Nokia,alongwiththerestofEuropesmobileindustry,isalsobeingsqueezed

42、inbothsimplehandsetsandnetworkingequipment.Exercises I.Speaking3.What strategies are likely to be adopted by the management of the company to cope with the situation?Exercises I.SpeakingThemajorstrategyis turningtheFinnish hardware-makerintoaproviderofsoftwareandservices.AformerseniorexecutiveofMicr

43、osoftwasbroughtintowork as the new CEO.The first option is trying to turnSymbian,itsownoperatingsystemforsmartphones,intothefirst platform for mobile software and services after theiPhoneandAndroid.Exercises I.SpeakingII.Debate Divide the whole class into several teams to debate on the topics given.Exercises I.SpeakingNokias future is doomed.Value-orientedpropositionPeople should return to traditional ways of communication instead of massive use of smartphones.Policyproposition