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1、Unit 4 Great ideasQuotationDr. Linus Pauling (1901-1994) American chemist,Nobel Prize Winner for chemistry in 1954 and Nobel Peace Prize Winner in 1962The best way to have a good idea is to have a lot The best way to have a good idea is to have a lot of ideas.of ideas.You may have a lot of ideas bef
2、ore coming up with You may have a lot of ideas before coming up with the big one.the big one.Ideas are the beginning points of all fortunes.The man with a new idea is a crank until the idea succeeds. The value of an idea lies in the using of it. Ideas must work through the brains and the arms of goo
3、d and brave men, or they are no better than dreams. Ideas not coupled with action never become bigger than the brain cells they occupied. Often the difference between a successful person and a failure is not one has better abilities or ideas, but the courage that one has to bet on ones ideas, to tak
4、e a calculated risk - and to act. Quotationsabout ideasStarting upAWhich of the following statements do you agree or disagree with? Why?1 There are no new ideas2 Most of the best ideas are discovered by accident.3 Research and development is the key to great business ideas.4 There is nothing wrong w
5、ith copying and improving the ideas of others.5 The best way to kill an idea is to take it to a meeting.BWhat should companies do to encourage new ideas?VocabularyVerb & noun combinationsAVerbs1 exploit 3 win 5 enter2 extend 4 make 6 seeNounsa)an award c) a range e) an opening b)an opportunity d) a
6、market f) a breakthrough badcfeMake word partnerships about the benefits companies get from great ideas.BMake word partnerships about the benefits customers get from great ideas.Verbs1 save 3 meet 5 protect 7 reduce2 fill 4 solve 6 enhanceNounsa)waste c) a gap e) a need g) theb)status d) a problem f
7、) time environmentfcedgbaVocabularyVerb & noun combinationsGreat ideas are generated in different ways. Sometimes an idea may simply be when a company an opportunity to .the product range, to offer more choice to existing customers. Or a great idea could allow a company to a market which was closed
8、to it before.Companies which are prepared to spend a lot on R & D may . a breakthrough by having an original idea for a product which others later copy, for example Sony and the Walkman.On the other hand, some products are developed in response to customer research. They come from customer ideas. Th
9、ese productsa real need. Or the product does something similar to another product, but faster, so it time. Some people will buy new products because the product . their statusmakes them feel more important. Other people will buy any green product which . waste or the environment, even if it is more
10、expensive.If an idea is really goodperhaps the product.a gap in the marketit may even . an award for innovation.exploitsextendentermakemeetsavesenhancesreducesprotectsfillswinListeningDeveloping new ideasListen and answer the following questionsWhat kind of company is Isis?Isis Innovation is a compa
11、ny owned by the University of Oxford.What do they do?Their job is to turn the ideas developed in the Universitys research laboratories into commercial opportunities.How could they do this?They do this by either negotiating licenses or by helping start new companies.ListeningDeveloping new ideasListe
12、n to the first part of the interview and answer the questionsA1a) Where do the ideas come from?They come from Oxford Universitys research laboratories.1b) How does Isis turn them into commercial opportunities?They do it by negotiating licenses or helping researchers start new companies.2a) No, but t
13、hey have started a company that uses their technology to make car bodies more quickly and more economically.2b)Yes, they have started a company that makes beehives to help fruit production in orchards.2c) No, but they have started a company that trains archaeologists to use computer techniques and s
14、ells them the software they need.BListeningDeveloping new ideasListen to the second part of the interview and complete the extract.To build a company on university _, you have to bring together a number of components. The first thing you need is a _, which we help the researchers to _. We can then u
15、se this business plan to raise the _ - the cash that you need to _ the business. This comes from private _.sciencebusiness planwriteinvestmentstartinvestorsReadingThree great ideasArticle 1 Double your moneyAlka-Seltzer is a brand name owned by the German Bayer Corporation for a line of medications
16、sold over the counter and taken by rapidly dissolving tablets that form an effervescent solution in water.ReadingThree great ideasArticle 2 Buying without shopsSears, Roebuck and Company is an American mid-range chain of international department stores, founded by Richard Sears and Alvah Roebuck in
17、the late 19th century. From its mail order beginnings, the company grew to become the largest retailer in the United States by the mid-20th century, and its catalogs became famous. ReadingThree great ideasArticle 3 Pay before you talkVodafone Group Plc is a mobile network operator headquartered in N
18、ewbury, Berkshire, England, UK. It is the largest mobile telecommunications network company in the world by turnover and has a market value of about 84.7 billion. The name Vodafone comes from Voice data fone, chosen by the company to reflect the provision of voice and data services over mobile phone
19、s. CompaniesHerta HerzogRichard SearsVodafoneJob/industryAdvertising Where idea was createdThe USDate of idea1997Great ideasResult of ideaNew York, USAThe 1970sChange 1 tablet into 2 in the adSales doubledMail order1891Created a new way of sellingExpanded fast & developed the 1stautomated warehouseM
20、obile phoneThe UKGot people to pay in advance with“top up” cardsSales increasedReadingThree great ideasComplete the chart belowLanguagereviewPast simple & past continuousThere are two principal past tenses used to make general statements about the past: The past simple and the past continuous. The t
21、wo tenses are quite different. 1 Past simple is used to talk about an event which happened at certain times in the past.Tom flew to Chicago last week.Peter visited his friends in Florida two months ago.2 Past continuous is used to express:a)what was happening at particular moments in the past.I was
22、attending a lecture at 2:30 yesterday afternoon.Alice was reading a book at six yesterday evening.b) what was happening at the same time that something else happened in the past.The children were doing their homework when she arrived.Jack was studying while Dave was cooking dinner.LanguagereviewPast
23、 simple & past continuousMr. Fry Keep me postedIn the early 1970s, Art Fry, a research scientist, had the idea for Post-it Notes while he was singing in his local church choir. At that time he _ (mark) the correct pages of his hymn book with small pieces of paper. The problem was they often _ (fall)
24、 out and he _ (lose) his place.At the same time, Dr. Spencer Silver, a colleague of Mr. Frys at the American company 3M, _ (do) research into adhesives in the Central Research Department. One day when Fry _ (use) some of a new adhesive on the edge of a piece of paper, he found that it _ (stay) where
25、 he put it. He also found he could move it to another position without damaging his book a perfect bookmark. A little later he _ (write) a note on a bookmark and put it on a report he _ (send) to a colleague. A new way of communicating and organizing information began. Post-its have now become an es
26、sential part of office life.Complete the story with Past Simple or Past Continuous.markedfelllostwas doingwas usingstayedwrotesentA3M Company, formerly Minnesota Mining and Manufacturing Company until 2002, is an American multinational conglomerate corporation with a worldwide presence.It produces o
27、ver 55,000 products, including: adhesives, abrasives, laminates, passive fire protection, dental products, electrical materials, electronic circuits, optical films, and supply chain management software. 3M has operations in more than 60 countries 29 international companies with manufacturing operati
28、ons, and 35 with laboratories. 3M products are available for purchase through distributors and retailers in more than 200 countries, and many 3M products are available online directly from the company.Background information about 3MLanguagereviewPast simple & past continuousBCompany Art FryJob/indus
29、tryWhere idea was createdDate of ideaGreat ideaResult of ideaResearch scientist, 3MThe USEarly 1970sUse a new adhesive on a piece of paper to make a bookmark that could be moved and written onPost-its became part of office lifeComplete the following chart for Art FrySkillsSuccessful meetingsAWhich o
30、f the following do you agree with? Why?1 The best number for a meeting is six people or fewer.2 Never have food or drink during a meeting.3 Always start and finish a meeting on time.4 You should sit round a table when you have a meeting.5 A meeting must always have a leader.6 At a formal meeting eac
31、h person should speak in turn.Meetings are a symptom of bad organization. The fewer meetings the better. The least productive people are usually the ones who are most in favor of holding meetings. People who enjoy meetings should not be in charge of anything.Meetings - you cant live with them, you c
32、ant live without them. Effective meetings dont happen by accident, they happen by design.Meetings without an agenda are like a restaurant without a menu.Always start and finish a meeting on time.Effective meetings result in a comprehensive record of the meetings discussions and decisions. More about
33、 meetingsWho are at the meeting?What is the agenda of the meeting?Chairperson, Katharina, Kenneth, Nadia, JuliaDecide on the launch date, marketing strategy & targeted sales outletWhat launch date have they talked about at the meeting?Katharina: February or March (a gap in the market)Kenneth: May or
34、 June (a peak period for buying goggles)Nadia: February (the best time, could promote in swimming pools & opticians)Final decision: FebruaryWhat are their targeted sales outlet?Specialist stores (stores that only sell sports equipment)SkillsSuccessful meetingsGeneral comprehensionSkillsSuccessful me
35、etingsBFreestyle is a sports equipment company. It has developed a new type of swimming goggles. The Marketing Department held a meeting to discuss the launch of the product. 1 What are the two aims of the meeting?2 Why does Katharina want to launch the goggles early in the year?3 Which months for t
36、he launch do the participants discuss?4 Which types of shops does Julia want to target?To decide on the launch date and the marketing strategy.She believes that the goggles are technically advanced and there is no reason to wait.Katharina: Feb. or March. Kenneth: May or June.Nadia: FebruaryJulia wan
37、ts to target specialist sports stores.1 Can we start, please?2 The purpose of this meeting is to decide the date of the launch.3 Katharina, what do you think?4 OK, lets hear a few more views.5 Nadia, how do you feel about this?6 Youre right, Katharina. Lets get back to the point.7 OK everyone. I thi
38、nk on balance we agree 8 I want us to talk about sales outlets now.SkillsSuccessful meetingsCListen again. Tick the expressions which Inge, the chairperson, uses.SkillsSuccessful meetingsDListen again and complete the extracts.Katharina: Im in _ of February or March. Theres a gap in the market for o
39、ur products. Why wait any longer?Inge: Kenneth, whats your opinion?Kenneth: Mmm, I _ about February. Its a bit early in the year. I _ we _ in May or June. People go on holiday then.Nadia: The price should be high. Id say, at least 50.Katharina: _ a minute. I thought we were talking about the launch
40、date, not about promotion or price.Inge: Which outlets do you think we should target?Julia: _ we should start with the specialist stores. Thats where most swimmers buy their goggles.Inge: What _ by specialist stores, Julia?favordont knowsuggestlaunchHold onI thinkdo you meanFabtekCASE STUDYIntroduct
41、ionCompany Fabtek HeadquartersNew productPromotion strategyExisting Protean productsHamburg, GermanyProtean, a new type of fabric that can be used for a wide variety of products.License other manufacturers to produce interesting new products with Protean.FabtekCASE STUDYThe advantages of Protean- li
42、ght, strong and long-lasting- can be made very thick or so thin that it becomes translucent- can be made in any color- extremely flexible and soft to the touch- made from fibers similar to nylon and polyester- fibers can be coated with metals so that the fabric can conduct electricityFabtekCASE STUD
43、YAn opportunity for Gadget PlcCompanyGadget PlcProductsSales networkRequired activityOver 2,000 products, including many best-selling electronic, household and automobile productsA worldwide network of sales offices.Come up with new ideas for using ProteanFabtekCASE STUDYTaskSpeaking You are a membe
44、r of Gadgets Product Development Department.- Hold a meeting to propose ideas for exciting new products which use Protean.- Choose a product which you will propose to Fabtek in order to get a licensing agreement.Writing You are a member of Gadgets Product Development Department. Write a memo report to the CEO of Fabtek on one of the products you have chosen, outlining the products key features and saying why it presents a commercial opportunity.
