体验商务英语(第二版)课件第2册课件Unit-4-Great-ideas

Unit4GreatideasQuotation“Eureka!”----Archimedes(287-212BC)GreekMathematicianArchimedesofSyracusewasaGreekmathematician,physicist,engineer,inventor,andastronomer,whoisregardedasoneoftheleadingscientistsinclassicalantiquity.Amonghisadvancesinphysicsarethefoundationsofhydrostatics,staticsandanexplanationoftheprincipleofthelever.Heiscreditedwithdesigninginnovativemachines,includingsiegeenginesandthescrewpumpthatbearshisname.ModernexperimentshavetestedclaimsthatArchimedesdesignedmachinescapableofliftingattackingshipsoutofthewaterandsettingshipsonfireusinganarrayofmirrors.(FromWikipedia)Ideasarethebeginningpointsofallfortunes.Themanwithanewideaisacrankuntiltheideasucceeds.Thevalueofanidealiesintheusingofit.Ideasmustworkthroughthebrainsandthearmsofgoodandbravemen,ortheyarenobetterthandreams.Ideasnotcoupledwithactionneverbecomebiggerthanthebraincellstheyoccupied.Oftenthedifferencebetweenasuccessfulpersonandafailureisnotonehasbetterabilitiesorideas,butthecouragethatonehastobetonone'sideas,totakeacalculatedrisk-andtoact.QuotationsaboutideasStartingupAWhichofthefollowingstatementsdoyouagreeordisagreewith?Why?1Therearenonewideas.2Mostofthebestideasarediscoveredbyaccident..3Researchanddevelopmentisthekeytogreatbusinessideas.4Thereisnothingwrongwithcopyingandimprovingtheideasofothers.5Thebestwaytokillanideaistotakeittoameeting.BWhatshouldcompaniesdotoencouragenewideas?VocabularyVerb&nouncombinationsAMakewordpartnerships(1-6)withtheirexplanations(a-f).1.totakeadvantageofanopportunity2.Toraisesomebody’sstatus3.Toenteramarket4.Toextendaproductrange5.Tomeetaneed6.Tomakeabreakthrougha.toofferalargervarietyofgoodsb.todoorprovidesomethingthatisnecessaryc.todosomethingwhenyougetthechancetodoitd.tomakeanimportantdiscoveryorchangee.tostartsellinggoodsorservicesinanewareaf.tomakesomebodylookorfeelmoreimportantVocabularyVerb&nouncombinationsGreatideasaregeneratedindifferentways.Sometimesanideamaysimplybewhenacompany………………………………………………to………………………………,tooffermorechoicetoexistingcustomers.Oragreatideacouldallowacompanyto………….............whichwasclosedtoitbefore.CompanieswhicharepreparedtospendalotonR&Dmay……………………………byhavinganoriginalideaforaproductwhichotherslatercopy,forexampleSonyandtheWalkman.Ontheotherhand,someproductsaredevelopedinresponsetocustomerresearch.Theycomefromcustomerideas.Theseproductsaremadeto………………,tosatisfyconsumerdemand.Ortheproductdoessomethingsimilartoanotherproduct,butfaster,soitsavestime.Somepeoplewillbuynewproductsbecausetheproduct……….....................—givesthemanew,moreupmarketimage.Otherpeoplewillbuyany‘green’productwhich………..wasteor…………theenvironment,evenifitismoreexpensive.Ifanideaisreallygoodandtheproduct………...agapinthemarket—itmayeven………anawardforinnovation.BFillinthegapswiththephrasesinExerciseA.takesadvantageofanopportunityextenditsproductrangeenteramarketmakeabreakthroughmeetaneedraisestheirstatusreducesprotectsfillswinCNowlistenandcheckyouranswerstoExerciseB.ListeningTheInnovationWorksChoosethecorrectanswerforthesequestionsA1.“Brainstorming”is:a)anewwayofdealingwithbusinesscorrespondence.b)atechniquetohelppeopleproducealotofideas.c)alivelydiscussionamongacademics.2.Ifsomethinghappens“outoftheblue”,ithappens:a)suddenly,whennobodyexpectsit.b)wheneveritisnecessary.c)afteralotofpreparationandplanning.3.eBayis:a)awebsitethroughwhichbusinesspeoplecannetwork.b)afamoustravelagency’swebsitethatspecialisesinadventureholidays.c)awebsitewherepeoplebuyandsellgoodsworldwide.ListeningListentotheinterviewonKatePittsanddecidewhetherthestatementsaretrueorfalse.BTheInnovationWorks1.TheInnovationWorkswassetuptohelptheuniversityinteractwithstudentsmoreeffectively.2.BusinesspeoplecanusetheInnovationWorksforproblem-solvingandteam-building.3.Theyusespecialwallpaperthatpeoplecandrawandpainton.4.Notallpeoplehaveachancetospeakduringtheirbrainstormingsessions.5.Theyencouragepeopletolookatproblemsfromdifferentpointsofview.FTFFTCListeningListentothesecondpartoftheinterviewandanswerthesequestions.TheInnovationWorks1.WhatisthemaindifferencebetweenthetwotypesofinnovationKatePittsmentions?Foronetypeofinnovation,thegreatideaseemstocomefromnowhere.Fortheothertype,theideabuildsonsomethingthatexistedbefore.1.WhataretworeasonswhyshethinkseBayisparticularlyeffective?eBaytooktheoldideaofauctionandmadesomethingcompletelynewoutofit.Inaddition,itmetarealneed(peoplewantingtogetridofthingstheydidnotuseanylonger,…andtomakemoneyoutofit).ReadingThreegreatideasADiscussthesequestions.1.Whatexamplesofgreatbusinessideasdoyouknow?2.Whatmakesabusinessideaareallygreatidea?Brainstormasmanypointsasyoucan.BWorkingroupsofthree.Makequicknotesinanswertothequestionsbelowaboutyourarticle.1.Whatindustrysectoristhearticleabout?2.Whatisthegreatidea?3.Whatmakestheideaunusual?4.Whatproblemdoesthisideasolve?5.Whatarethebenefitsofthisidea?ReadingThreegreatideasArticle1FerrariAttraction1.Whatindustrysectoristhearticleabout?Cardealership2.Whatisthegreatidea?Chargingpeopleanentrancefeetocomeintothecarshowroom.3.Whatmakestheideaunusual?Peopledonotusuallypaytovisitacarshowro