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1、高等院校研究生英语系列教材综合教程（下）INTEGRATED COURSEUnit 10 Business and Economy ContentStarting outReading FocusReading MorePractical TranslationFocused WritingFinal ProjectTask 1 Look at the cartoons carefully and work in pairs to discuss the implied meanings behind them on Page 280.Starting outStarting outStart
2、ing outTask 1Starting outTask 1Starting outTask 1Starting outTask 1Starting outTask 1Starting outTask 1Starting outTask 1Starting outTask 1Task 2 F (1) Imagine that the members of your group have decided to start a business. Talk about what type of business you could develop. You could open a store,
3、 manufacture a product, provide a service, or do any other type of business. Work together to produce a business plan, which you will present to the whole class as a report. Your business plan needs to cover the following points. (P280)Starting outStarting out The name of your business The type of y
4、our business The location of your business Why your business would be unique or special Why your business would be successfulTask 2 F(2) Discuss which of the businesses presented you think would be successful. Why? What factors are important in starting a new business? Do you think you would be a su
5、ccessful entrepreneur? (P280)Starting outStarting out1) What was the story like in 2005 and 2009 about Lenovo? 2) What were the problems with Lenovo according to analysts? 3) What were Lenovos two key drivers of growth? 4) What is good news for Lenovo? 5) What does it imply by saying that “strategy
6、is less important than the companys Chinese roots”?Watch the video clips and finish the exercises. Marketing Across CulturesReading FocusReading FocusGlobal Understanding 1Detailed Information2Critical Thinking3Language Points4Reading FocusReading FocusVocabulary in Action5Reading FocusReading Focus
7、 Global Understanding1Introduction2Body3Conclusion(Paras. 1-2)(Paras. 3-11)(Paras. 12-14)IntroductionSupporting Evidence: a. General Motors sold their Nova model badly in Latin America because _. b. Coca Cola didnt achieve its initial success because _.Cultural awareness in marketing plays a crucial
8、 role because there are not only subtleties to every culture but plain taboos as well.Reading FocusReading Focus Global Understanding“no va” means “it doesnt go” in Spanishthe translation of the soft drinks name read “bite the wax tadpole”Body (Paras. 3-11)Reading FocusReading Focus Global Understan
9、dingA. It is important to visit the target market. (Paras. 3-5) Supporting Evidence: a. Such a visit enables you to _. b. Such a visit is a good chance to _. c. The poor sales of “large, economy-sized” boxes of detergent in Japan resulted from the fact that _ were very tiny and _ _.become aware of t
10、he target market absorb the present-day cultureJapanese retail establishmentslocal housewives had to make purchases on footBody (Paras. 3-11)Reading FocusReading Focus Global UnderstandingB. Various cultural factors have impacts on purchasing behavior. (Paras. 6-8) Two Suggestions:a. Dont make gener
11、alizations about the target language.b. _.Combine superstition and language for amplified effect C. There are certain “donts” in advertising. (Paras. 9-10)Supporting evidence:a. In the EU and much of Asia, _ _.b. _ should be taken into account in designing visual parisons in advertising are not acce
12、pted or allowed Local differences in non-verbal behavior D. It makes sense to pay attention to not only national borders but also _. (Para. 11). regional patternsConclusion (Paras. 12-14)Reading FocusReading Focus Global UnderstandingEach aspect of culture is worthy of our attention, so it is wise t
13、o _ _. have someone with local knowledge of the target culture advise youTask 2Choose the sentence that best expresses the meaning of the sentence from the text. (P289) Key: 1 2 3 4 5 6 7 8 CACDCABCReading FocusReading Focus Detailed InformationCritical ThinkingReading FocusStep One Work together wi
14、th your partner to answer the following questions based on the text youve just read.In the passage, the author suggests that language and superstition should be combined for amplified effect. Do you think so? Personally, would numerals have any effect on your purchasing decisions? Why or why not? What did you think of them?In the passage, the author mentions that “For an EU campaign, it might be okay to tout the merits of your products, but not okay to use comparative methods common to a US campaign.” What do you think about the role of adver
