高级综合商务英语unit

UnitFourInformationTechnology精选Lead-inTextA:SiliconValleyVisionaryWhoPutAppleonTopTextB:NokiaattheCrossroads:BlazingPlatforms精选课件精选课件Lead-inAreyouusingasmartphone,suchastheiPhoneortheSamsungGalaxy?Whatapplicationsdoyouusemostoften?Doyouthinktheusingofsmartphonehaschangedyourlifestyle?精选课件Lead-inDiscussion:Whataretheprosandconsofusingsmartphones?精选课件精选课件StructuralAnalysisPara.MainTopicsPara.1-3AbriefintroductionofthecomingbackofSteveJobsafterhistemporaryleaveofthecompanybecauseoftheillness.Para.4-12AnexplorationoftheartofSteveJobstoturntechnologyintoelegantconsumingproductsandthesuccessAppleisenjoyingnow.Para.13-16AbriefrecallofSteve’searlylifeandhisupsanddownsbeforereturningtoApplein1997.Para.17-28AdiscussionofthereasonsthatmakeSteveJobsandtheAppleadauntingsuccessforrivalstocompete.精选课件PartIQuestionsaboutPartIQ1.WhyhadthecomebackofSteveJobsstirredupsuchanexcitement?ThiswasnotthefirsttimeofcomebackforhimtoApple.Littlemorethanadecadeearlier,hemadehisfirstcomebackandturnedApplefromgoingbankruptcytoanenormoussuccessfulcompany.Thereforehisrecoveryandcomebackwerehighlyanticipated.精选课件…bothMr.Jobs’careerandApple,…werewidelyconsideredwashedup,theirrelevancetothefutureoftechnologywrittenoffbothinSiliconValleyandonWallstreet.(Line4,Para.2)Bothhiscareerandthecompanyhefoundedwerewidelyconsideredtohavecometoanend,andhewouldhavenothingtodowithhigh-techinthefutureintheeyesofsiliconvalleyentrepreneursandtheWallStreetinvestors.PartISentenceInterpretation精选课件thelevelofanticipationwhippedupinadvanceoftheJanuaryeventwasunusual….(Line1,Para.3)Thelevelofexcitementforexpectinghisreturnwasextraordinary,whichhadalreadybecomeheatedbeforehesteppedontothestageinJanuary.PartISentenceInterpretation精选课件cap(Line2,Para.1)v.lieatthetopof…example:Hecappedhisfriend’sstorywithanevenmoreexcitingone.Shecappedherragewhensheheardherhusband’scheatingonher.PartIWordsandExpressions精选课件sideline(Line1,Para.2)v.removefromthecenterofactivityorattention使靠边，使降格，不重视example:Hewasunderpressuretoresignandwasabouttobe sidelined..Whattheyfearisthatenvironmentpolicywillbe sidelineduntilitistoolate.PartIWordsandExpressions精选课件emaciated(line.2,para.2)adj.extremelythinandweakbecauseofillnessorlackoffood骨瘦如柴的example:...horrifictelevisionpicturesof emaciated prisoners.Theanimalshadlostweightnoticeably,becominglean,almost emaciated.PartIWordsandExpressions精选课件washup(Line5,Para.2)wearoutcompletely耗尽，结束example:Ihardlybelievethefactthattheirrelationshiphasbeenwashedup.PartIWordsandExpressions精选课件writeoff(Line6,Para.2)todecidesomethingisunimportantoruselessandtheyarenotworthfurtherseriousattention摒弃example:Heisfedupwithpeoplewritinghimoffbecauseofhisage.Hiscriticswritehimoffastoocautioustosucceed.PartIWordsandExpressions精选课件whipup(Line2,Para3)deliberatelycauseandencouragepeopletofeelacertainemotion煽动,激起example:…towhipupenthusiasmHeaccusedpoliticiansofwhippingupanti-foreignsentimentsinordertowinright-wingvotes.PartIWordsandExpressions精选课件Q1.Inmanycriticseyes,whatspecialtalentdidStevenJobshave(Para.4)?HehastheabilitytoturntechnologiesintoperfectproductsandconvincepeopletobuyITgadgetsthattheyevenhavenoideatheyneeded.PartIIQuestionsaboutPartII精选课件Q2.HowdidApplenowruleitsnewkingdom?(Para.10-11)Bydecidingwhichappsareavailableinitsonlinestore,andsettingtherulesforhowthoseappsaredeveloped,Applenowruleditsnewkingdom.PartIIQuestionsaboutPartII精选课件ArebuttalofFrancisScottFitzgerald’smuch-quotedaphorismthattherearenosecondactsinAmericanlifedoesnotcomemoredecisivelythanthis.(Line1,Para.6)FamouswriterF.SFitzgeraldoncesaidtherearenosecondactsinAmericanlifeanditwasagreedbymanypeople.However,thelifeexperienceofSteveJobsisaperfectexampletoshowthatthestatementisnottrue.PartIISentenceInterpretation精选课件…,hisformativeroleinpopularizingthepersonalcomputer,andApple’sinitialpubicofferingonWallStreet…madehimthetechindustry’sfirstrockstar.(Line4,Para.6)…hispioneeringroleatthebeginningstageofpersonalcomputerindustry,andthecompany’slistinginthestockmarket…madehimabigiconicfigureinthetechindustry.PartIISentenceInterpretation精选课件…hehassecuredhisplaceintheforemostranksoftheWestCoasttechtitans….(Line1,Para.7)Undoubtedly,heisregardedasoneoftheleadingfiguresofWestCoastITgiants…PartIISentenceInterpretation精选课件ofallthefingersthatApplehaspokedintoMicrosoft’seyesovertheyears,nonecanhaverankledasmuchastheearlysuccessoftheiPad.(Line1,Para.8)OfallthechallengesthatApplehasraisedagainstMicrosoftandofallthesuccessesthatAppleenjoyedduringthecompetitionwithMicrosoft,theearlysuccessoftheiPadisthebitterestforMicrosofttoaccept.PartIISentenceInterpretation精选课件Hisabilitytogetconsumerstolineupforproductsconjuredfromnothing–payingpremiumprices,andinuncertaineconomictimes–drawsaccoladesevenfromrivals.(Line3,Para.12)Hehasanabilitytogetconsumerstoqueueinlines,topayhigherpricesevenattimesofeconomicuncertainty,justforwantoftheAppleproducts.Suchabilityhaswonpraiseforhimevenfromhisrivals.PartIISentenceInterpretation精选课件disparagingly(Para.4)adv.inadisparagingmanner轻蔑地,蔑视地disparagingadj.expressiveoflowopinionexample:Hewascriticalofthepeople,disparagingoftheircrudemanners.disparagingremarksaboutthenewhousePartIIWordsandExpressions精选课件rebuttal(Para.6)n.astatementthatgivesreasonwhyanaccusationorachargeagainstyouisuntrue辩驳，反驳example:Heisconductingapoint-by-pointrebuttalofchargesfromformercolleagues.PartIIWordsandExpressions精选课件exertgreatersway(Para.7)haveagreaterinfluenceon…有更大的影响力example:Developedcountriesexertgreaterswayovertheissuesofmaintainingworldpeace.PartIIWordsandExpressions精选课件rankle(Para.8)v.makeresentfulorangrybecauseyouthinkitwasunfairorwrong令人愤怒example:Theinjusticerankledher.Theinsultthathissisterhurledathimstillrankledinhismind.PartIIWordsandExpressions精选课件digerati(Para.10)n.peoplewhoearnlargeamountofmoneythroughinternet-relatedbusiness电子商务精英，计算机行家example:Withbloggers,developersandothermembersofthedigeratilookingformore,thisnewtechnologycanhelptakeittothenextlevel.PartIIWordsandExpressions精选课件conjure(Para.12)v.Ifyouconjuresth.outofnothing,youseemtomakeitappearbymagic变魔术般创造出example:I can’t simply conjure up the money outof thin air.Jean can conjure up a good meal in half an hour.PartIIWordsandExpressions精选课件Q1.WhatkindofspiritualbeliefsexertedaheavyinfluenceonSteveJobs?(Para.15)?HisspiritualtrainingofZenBuddhismhasplayedanimportantroleinhislife.PartIIIQuestionsaboutPartIII精选课件TherewaslittleinMr.Jobs’beginningsthatgaveahintofwhatwastocome.(Line1,Para.14)FromMr.Jobs’earlylifewecouldn’tfindmuchsignorindicationofhislatersuccess.PartIIISentenceInterpretation精选课件Mr.Jobs’spiritualaspirationslefthimwithlittleuseforeithershoesorsoapforlongperiods—tothedistressofco-workers.(Line2,Para.15)Becauseofhisspiritualbeliefs,foralongtime,heseldomworeshoesortookashower—itwasquiteadistresstohisco-workers.PartIIISentenceInterpretation精选课件fledgling(Line5,Para.14)adj.youngandinexperiencedexample:...thesoundpracticaladvicehegaveto fledgling writers.He was chosen in 1996,beginninghis training for China’s fledgling space program.PartIIIWordsandExpressions精选课件eschew(Line6,Para.15)v.deliberatelyavoiddoingsthorbecominginvolvedinsth.避免，回避example:Acivilizedleadermust eschew violence.Eschew fattening foods if you want to lose weight.PartIIIWordsandExpressions精选课件floundering(Line4,Para.16)adj.ifsomethingisfloundering,ithasmanyproblemsandmaysoonfailcompletely陷入困境example:Theeconomywas floundering.Menandhorseswere floundering inthedeepsnowbesidetheroad.PartIIIWordsandExpressions精选课件Q1.WhatarethequalitiesofSteveJobsthatenabledhimtoachievesuchatremendoussuccess(Para.17-26)?Neverstoppingpushingforward,hewasbrave,courageousandobsessivetodetails.Hewasalsoaperfectionist.Laterhisstylechangedalittle,andhehadbecomemorepragmaticandlearnttocompromisewhennecessary.PartIVQuestionsaboutPartIV精选课件Thosewhohavelaboredunderhimdescribehimasasterntaskmasterwhounderstandstheartofthepossible,ratherthanalong-rangevisionary.(Line2,Para.17)Thosewhohaveworkedunderhimdescribehimasastricttaskmasterwhoknowswhatispossibletoachieveatthemoment,notsomeonewhoalwaysfocusesonthefuture.PartIVSentenceInterpretation精选课件AlieutenantwholeftthisyeardescribeshowtheApplebosscanbecomemorefixatedinfindingflawsinanicononascreenthanintheprogramitrepresents.(Line1,Para.20)AnassistingstaffwholeftthisyearsaidthatStevesometimeswouldputmoreemphasisonfindingflawsofthedesignofaniconthantheprogramitrepresents.PartIVSentenceInterpretation精选课件…,butthegreatersenseofexpediencyreflectsApple’snewplaceintheworld.(Line1,Para.23)…,butbecomingmorepragmaticandchoosingtodowhatismoreconvenientratherthanwhatisbelievedtoberightreflectsApple’snewapproachinoperationasitsplaceinthebusinessworldchanged.PartIVSentenceInterpretation精选课件…,thoughthereversalalsoseemedcalculatedtoappeasedeveloperswhomightotherwiseturnmoreattentiontocreatingappsforphonesrunningGoogle’ssoftware.(Line4,Para.26)…,thoughtheremovaloftherequirementseemedcarefullyplannedsoastogaingoodwillofsoftwaredeveloperswhomightotherwiseturntocreateappsforotherphonecompanies.PartIVSentenceInterpretation精选课件culmination(line1,para.17)n.something,especiallysomethingimportant,of anactivity,process,orseriesofevents,happensattheendofit结局，高潮，顶点example:Theshowmarkedthe culmination ofmonthsofhardwork.Thereformsmarkedthesuccessful culmination ofalongcampaign.PartIVWordsandExpressions精选课件calltheshots(Line1,Para.19)togiveordersortobeincharge操纵，掌握，发号施令example:Typically,asinglecompanycannot call the shots thattransformanindustry.“Whoiscallingtheshotsinthishouse?”PartIVWordsandExpressions精选课件fixated(Line3,Para.20)Fixatev.payattentiontoexclusivelyandobsessively,becomefixedon关注，注视，使固定example:ThemediaarefixatingonPrincessDiana’sdeath.Ifyouaretoofixatedonsomething,youmightmissacarcomingaroundthecornerandfailtojumpoutoftheway.PartIVWordsandExpressions精选课件buoy(Line2,Para.24)v.keepafloatwithabuoy;ifsomeoneinadifficultsituation isbuoyed bysomething,itmakesthemfeelmorecheerfulandoptimistic支撑，鼓励，使浮起example:Thepartydidlittleto buoy upherspirits.Germandomesticconsumption buoyedtheGermaneconomy.PartIVWordsandExpressions精选课件dismissive(Line1,Para.25)adj.showingindifferenceordisregard轻视的，鄙视的example:Hermannerwascoldly dismissive.Shemighthavebeenless dismissive ofmytalentsifhecouldhaveseenmylatestachievements.PartIVWordsandExpressions精选课件calculated(Line15,Para.26)adj.carefullythoughtoutinadvance精心策划的，蓄谋的example:Irene’scleaningthefloorhadbeena calculated attempttocoveruphercrime....a calculated andcoherentstrategyforwinningpowerPartIVWordsandExpressions精选课件appease(Line15,Para.26)v.trytostopsomefrombeingangrybygivingthemwhattheywant使平息，使和缓，安抚example:Themovewaswidelyseenasanattemptto appease criticsoftheregime.Thegovernmenttriedto appease discontentedworkers.PartIVWordsandExpressions精选课件精选课件StructuralAnalysisPara.MainTopicsPara.1-5Nokia,theonceEurope’shottestfirm,isfacingseriouschallengenow.Para.6-10ThereasonswhyNokiahaslostitsedge.Para.11-15StrategiesandmeasuresforNokiatocompeteagain.Para.16-17AlthoughtherearesignsofrevivalforsomeotherEuropeanmobilephonecompanies,afullrecoverywouldtakealongertime.精选课件I.Discussion1.WhatenabledNokiatoachieveitssuccessinthemanufacturingandsellingofthefirstgenerationmobilephone?ExercisesI.Speaking精选课件Thefirstgenerationsofmodernmobilephoneswerepurelydevicesforconversationandtextmessages.Themoneylayindesigningdesirablehandsets,manufacturingthemcheaplyanddistributingthemwidely.ThisplayedtoEuropeanstrengths.AndNokiahasbeenahighlyefficientmanufacturingandlogisticsmachinecapableofchurningoutadozenhandsetsasecondandsellingthemallovertheworld.ExercisesI.Speaking精选课件2.Whycouldn’tNokiacontinueitssuccess?ExercisesI.Speaking精选课件Asmicroprocessorsbecomemorepowerful,mobilephonesarechangingintohand-heldcomputers.Asaresult,mostoftheirvalueisnowinsoftwareanddataservices.ThisiswhereAmerica,inparticularSiliconValley,ishardtobeat.Nokia,alongwiththerestofEurope’smobileindustry,isalsobeingsqueezedinbothsimplehandsetsandnetworkingequipment.ExercisesI.Speaking精选课件3.Whatstrategiesarelikelytobeadoptedbythemanagementofthecompanytocopewiththesituation?ExercisesI.Speaking精选课件ThemajorstrategyisturningtheFinnishhardware-makerintoaproviderofsoftwareandservices.AformerseniorexecutiveofMicrosoftwasbroughtintoworkasthenewCEO.ThefirstoptionistryingtoturnSymbian,itsownoperatingsystemforsmartphones,intothefirstplatformformobilesoftwareandservicesaftertheiPhoneandAndroid.ExercisesI.Speaking精选课件II.DebateDividethewholeclassintoseveralteamstodebateonthetopicsgiven.ExercisesI.Speaking精选课件Nokia’sfutureisdoomed.Value-orientedproposition精选课件Peopleshouldreturntotraditionalwaysofcommunicationinsteadofmassiveuseofsmartphones.Policyproposition精选课件感谢亲观看此幻灯片，此课件部分内容来源于网络，如有侵权请及时联系我们删除，谢谢配合！