高级综合商务英语unit-.ppt

Unit Four Information Technology11.Lead-in2.TextA:SiliconValleyVisionaryWhoPutAppleonTop3.TextB:NokiaattheCrossroads:BlazingPlatforms23Lead-inAreyouusingasmartphone,suchastheiPhoneortheSamsungGalaxy?Whatapplicationsdoyouusemostoften?Doyouthinktheusingofsmartphonehaschangedyourlifestyle?4Lead-in Discussion:What are the pros and cons of using smart phones?56Structural 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 consuming 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.7Part I Questions about Part I Q1.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.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)Bothhiscareerandthecompanyhefoundedwerewidelyconsideredtohavecometoanend,andhewouldhavenothingtodowithhigh-techinthefutureintheeyesofsiliconvalleyentrepreneursandtheWallStreetinvestors.Part I Sentence Interpretation9 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,whichhadalreadybecomeheatedbeforehesteppedontothestageinJanuary.Part I Sentence Interpretation10cap(Line 2,Para.1)v.lieatthetopofexample:Hecappedhisfriendsstorywithanevenmoreexcitingone.Shecappedherragewhensheheardherhusbandscheatingonher.Part I Words and Expressions11 sideline(Line 1,Para.2)v.removefromthecenterofactivityorattention使靠边，使降格，不重视example:Hewasunderpressuretoresignandwasabouttobesidelined.Whattheyfearisthatenvironmentpolicywillbesidelineduntilitistoolate.Part I Words and Expressions12emaciated(line.2,para.2)adj.extremelythinandweakbecauseofillnessorlackoffood骨瘦如柴的example:.horrifictelevisionpicturesofemaciatedprisoners.Theanimalshadlostweightnoticeably,becominglean,almostemaciated.Part I Words and Expressions13wash up(Line 5,Para.2)wearoutcompletely耗尽，结束example:Ihardlybelievethefactthattheirrelationshiphasbeenwashedup.Part I Words and Expressions14 write off (Line 6,Para.2)todecidesomethingisunimportantoruselessandtheyarenotworthfurtherseriousattention 摒弃摒弃example:Heisfedupwithpeoplewritinghimoffbecauseofhisage.Hiscriticswritehimoffastoocautioustosucceed.Part I Words and Expressions15whip up(Line 2,Para 3)deliberatelycauseandencouragepeopletofeelacertainemotion煽动,激起example:towhipupenthusiasmHeaccusedpoliticiansofwhippingupanti-foreignsentimentsinordertowinright-wingvotes.Part I Words and Expressions16 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 II17 Q2.How did Apple now rule its new kingdom?(Para.10-11)Bydecidingwhichappsareavailableinitsonlinestore,andsettingtherulesforhowthoseappsaredeveloped,Applenowruleditsnewkingdom.Part II Questions about Part II18 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)FamouswriterF.S Fitzgeraldoncesaidtherearenosecond acts in American life and it was agreed bymanypeople.However,thelifeexperienceofSteveJobsisaperfectexampletoshowthatthestatementisnottrue.Part II Sentence Interpretation19 ,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 ofpersonalcomputerindustry,andthecompanyslistinginthestockmarketmadehimabigiconicfigureinthetechindustry.Part II Sentence Interpretation20 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 Interpretation21 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 raisedagainstMicrosoftandofallthesuccessesthatApple enjoyed during the competition withMicrosoft,theearlysuccessoftheiPadisthebitterestforMicrosofttoaccept.Part II Sentence Interpretation22 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,justforwantoftheAppleproducts.Suchabilityhaswonpraiseforhimevenfromhisrivals.Part II Sentence Interpretation23disparagingly(Para.4)adv.inadisparagingmanner轻蔑地,蔑视地disparagingadj.expressiveoflowopinionexample:He was critical of the people,disparaging of theircrudemanners.disparagingremarksaboutthenewhousePart II Words and Expressions24rebuttal(Para.6)n.astatementthatgivesreasonwhyanaccusationorachargeagainstyouisuntrue辩驳，反驳example:Heisconductingapoint-by-pointrebuttalofchargesfromformercolleagues.Part II Words and Expressions25exert greater sway(Para.7)haveagreaterinfluenceon有更大的影响力example:Developedcountriesexertgreaterswayovertheissuesofmaintainingworldpeace.Part II Words and Expressions26rankle(Para.8)v.make resentful or angry because you think itwasunfairorwrong令人愤怒example:Theinjusticerankledher.Theinsultthathissisterhurledathimstillrankledinhismind.Part II Words and Expressions27digerati(Para.10)n.people 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 Expressions28conjure(Para.12)v.Ifyouconjuresth.outofnothing,youseemtomakeitappearbymagic变魔术般创造出example:Icantsimplyconjureupthemoneyoutofthinair.Jeancanconjureupagoodmealinhalfanhour.Part II Words and Expressions29Q1.What kind of spiritual beliefs exerted a heavy influence on Steve Jobs?(Para.15)?His spiritual training of Zen Buddhism hasplayedanimportantroleinhislife.Part III Questions about Part III30 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 Interpretation31 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)Becauseofhisspiritualbeliefs,for alongtime,heseldomworeshoesortookashoweritwasquiteadistresstohisco-workers.Part III Sentence Interpretation32fledgling(Line 5,Para.14)adj.youngandinexperiencedexample:.thesoundpracticaladvicehegavetofledglingwriters.Hewaschosenin1996,beginninghistrainingforChinasfledglingspaceprogram.Part III Words and Expressions33eschew(Line 6,Para.15)v.deliberately avoid doing sth or becominginvolvedinsth.避免，回避example:Acivilizedleadermusteschewviolence.Eschewfatteningfoodsifyouwanttoloseweight.Part III Words and Expressions34floundering(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 Expressions35 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,courageousandobsessivetodetails.Hewasalsoaperfectionist.Laterhisstylechangedalittle,andhehadbecomemorepragmaticandlearnttocompromisewhennecessary.Part IV Questions about Part IV36 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)Thosewhohaveworkedunderhimdescribehimasastrict task master who knows what is possible toachieve at the moment,not someone who alwaysfocusesonthefuture.Part IV Sentence Interpretation37 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)AnassistingstaffwholeftthisyearsaidthatStevesometimeswouldputmoreemphasisonfindingflawsof the design of an icon than the program itrepresents.Part IV Sentence Interpretation38 ,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 reflectsApplesnewapproachinoperationasitsplaceinthebusinessworldchanged.Part IV Sentence Interpretation39 ,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 requirementseemedcarefullyplannedsoastogaingoodwill of software developers who mightotherwiseturntocreateappsforotherphonecompanies.Part IV Sentence Interpretation40culmination(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 of hardwork.Thereformsmarkedthesuccessfulculminationofalongcampaign.Part IV Words and Expressions41call the shots(Line 1,Para.19)togiveordersortobeincharge操纵，掌握，发号施令example:Typically,asinglecompanycannotcalltheshotsthattransformanindustry.“Whoiscallingtheshotsinthishouse?”Part IV Words and Expressions42fixated(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 Expressions43buoy(Line 2,Para.24)v.keep afloat 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 Expressions44dismissive(Line 1,Para.25)adj.showingindifferenceordisregard 轻视的，鄙视的example:Hermannerwascoldlydismissive.Shemighthavebeenlessdismissiveofmytalentsifhecouldhaveseenmylatestachievements.Part IV Words and Expressions45calculated(Line 15,Para.26)adj.carefullythoughtoutinadvance 精心策划的，蓄谋的example:Irenescleaningthefloorhadbeenacalculatedattempttocoveruphercrime.acalculatedandcoherentstrategyforwinningpowerPart IV Words and Expressions46appease(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 and Expressions47 48Structural 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 European mobile phone companies,a full recovery would take a longer time.49I.Discussion1.What enabled Nokia to achieve its success in the manufacturing and selling of the first generation mobile phone?Exercises I.Speaking50Thefirstgenerationsofmodernmobilephoneswerepurelydevicesforconversationandtextmessages.Themoneylayindesigningdesirablehandsets,manufacturingthemcheaplyanddistributingthemwidely.ThisplayedtoEuropeanstrengths.AndNokiahasbeenahighlyefficientmanufacturingandlogisticsmachinecapableofchurningoutadozenhandsetsasecondandsellingthemallovertheworld.Exercises I.Speaking512.Why couldnt Nokia continue its success?Exercises I.Speaking52Asmicroprocessorsbecomemorepowerful,mobilephonesarechangingintohand-heldcomputers.Asaresult,mostoftheirvalueisnowinsoftwareanddataservices.ThisiswhereAmerica,inparticularSiliconValley,ishardtobeat.Nokia,alongwiththerestofEuropesmobileindustry,isalsobeingsqueezedinbothsimplehandsetsandnetworkingequipment.Exercises I.Speaking533.What strategies are likely to be adopted by the management of the company to cope with the situation?Exercises I.Speaking54Themajorstrategyis turningtheFinnish hardware-makerintoaproviderofsoftwareandservices.AformerseniorexecutiveofMicrosoftwasbroughtintowork as the new CEO.The first option is trying to turnSymbian,itsownoperatingsystemforsmartphones,intothefirst platform for mobile software and services after theiPhoneandAndroid.Exercises I.Speaking55II.Debate Divide the whole class into several teams to debate on the topics given.Exercises I.Speaking56Nokias future is doomed.Value-orientedproposition57People should return to traditional ways of communication instead of massive use of smartphones.Policyproposition58此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！59