Unit-4-Success

Unit4SuccessWarmerNamethemostsuccessfulbusinessperson/peopleinourcountryand/orinothercountries.JackWelch:formerCEOofGE.马云：chairmanandchiefexecutiveofficerofAlibabaGroup.张瑞敏：CEOofHaierGroup.BillGatesOverviewTopic--Youaregoingtolookatsuccessandfailureinbusinesspeopleandinorganizations.Learningsections:Startingup:Languagefordescribingsuccess;successsymbols.Listening:Successfulpeopleandcompanies.Reading:SteveJobsVocabulary:theprefixes.Skills:Negotiating—Languageusedinnegotiating,androleplay.Casestudy:CamdenFCVocabularymarketleader市场上的主导公司motivatedworkforce激励员工aloyalcustomerbase一个忠诚的客户群issueshares发行股票gopublic上市；公开宣布；把秘密公开launchaproduct产品投放市场推出产品nepotism英['nepətɪz(ə)m]美['nɛpə'tɪzəm]n.裙带关系；起用亲戚ruthlessness英['ru:θlisnis]美['ru:θlisnis]n.无情；冷酷；残忍Vocabularyplaceproductsinmovies投放产品在电影peopleoriented以人为本rolloutn.首次展示；[航]滑跑（飞机着陆时在跑道上滑跑减速的阶段）conceptstore(s)概念店并积极发展品牌观点店undersellvt.抛售；以低于市价售出piraten.海盗；盗版；侵犯专利权者vt.掠夺；翻印；剽窃vi.做海盗；从事劫掠networkingskills人际交往技巧Startingup(A)A.Whatmakepeoplesuccessful?Addmorewordstothelist.Thenchoosethefivemostimportant.charisma,drive,looks,nepotism,disciplinededication,imagination,luck,ruthlessness,moneypersistence,patience,passion,networkingskills,curiosity,friendlyhungerforknowledge,perseverance,hard-working,creative,self-reliant,responsibility,honest,Startingup(B)BillGates:Passion(forcomputerandsoftware)intelligence,integrity,agoodteam,leadershipB.Talkaboutapersonyouknowwhoissuccessful.Whyaretheysuccessful?Startingup(C)C.Whatarethebestindicatorsofone’ssuccess?domestichelp,expensivejewllery,top-of-the-rangecars,高端汽车influentialfriends,luxuryhome(s),exoticholidays,chauffeurs,['ʃəʊfə;ʃəʊ'fɜː]私人司机cosmeticsurgery,整形手术designerclothes,名牌服装respect,leisureactivities,pedigreepets[‘pɛdɪɡri]纯种的Startingup(D)Completethesestatementsusingthewordsfromthebox.Asuccessfulbusiness……increasingitsprofitthemarketleader….interestedininnovation…amotivatedworkforce…aloyalcustomerbase…aworld-famousbrandand…issuesshareswhichareworthmillionsheadquartersinaprestigiouslocationbranchesandsubsidiariesallovertheworld…andispeopleorientated（以人为本的）Coca-ColaMicrosoftExamples:Listening:ASuccessfulbusinessnotesadvent英['ædvənt]美['ædvənt]n.到来；出现；基督降临；基督降临节quartz英[kwɔːts]美[kwɔrts]n.石英phenomenalgrowthpotential非凡的增长潜力gimmick英[‘gɪmɪk]美[’ɡɪmɪk]n.暗机关；骗人的玩意；花招vt.使暗机关；搞骗人的玩意giftware礼品，精品floorspace占地面积sq.ft.squarefoot平方英尺Listening:ASuccessfulbusiness4.1Listenanddecidewhetherthestatementsaretrueorfalse.1.F2.T3.T4.F5.F6.TListening(A):Script4.1(I=Interviewer,CN=CatherineNg)IWhatfactorshavemadeyourbusinesssuccessful?CNFirstofall,theadventofLCDwatchtechnologyinthe1970screatedavastopportunityforus.YouseealthoughtheSwisswerethefirsttodevelopaquartzwatch,thesupportoftheSwissmanufacturerswasnotstrongastheyoverlookedthephenomenalgrowthpotential（极大的增长潜力）ofthemarket.Theybelievedtheirmechanicalexcellencewouldkeepthemleadersoftheindustryandthatthequartzwatchwasonlyagimmick（花招）andthatitwouldsoonfadeout.Infactthispoorjudgementeventuallyledtothedownfallofsomecompanies.Asdemandwasgreaterthanthesupply,thereforeitwasn’tdifficultformetogetentrytothismarketwhenIfirstsetupmycompany.Attheendofthefirstyearthenumberofemployeesincreasedto20andwemovedfromofficepremisestoafactory.Ourfloorspaceincreasedfromtheoriginal600sqftto2,000sqftbytheendofthefirstyear,andthecompanygrewmorethantenfoldinthenextfiveyears.Andthenafewyearslater,pricesstartedtobecomeverycompetitiveastheretailmarketbecamesaturated(饱和的).SoIhadtothinkaboutcertainstrategiestotackle（处理）thisproblem,Ihadtothinkupashort-termstrategyanddevelopsomelong-termplanning.Likeallourcompetitors,wedevelopednewproductssuchasgiftware（精品，礼品）andluxuryitems.Forexample,wedesignedproductswithatimedeviceinthemandcustomerscouldprinttheirlogoontheproductforpromotionalpurposes.Howevercompetitionbecamereallysevere.Itreachedapointthatanyproductwhichhadatimemoduleinitbecamelessvaluable.Intheshortterm,wehadtocutourcosts.Howeverforcertaincustomerswhoarelesspriceconscious,Iwasabletoupgradethequalityofourproducts,forexample,byofferingbetterbatteries,alongerwarranty,etc.Wedidnotwantourcustomerstothinkwewererippingthemoffofcourseifwechargedahigherprice.Forcustomerswhowerelessfocusedonquality,wehadofcoursetoreduceourprices.Intheend,ourcustomersallthoughtthatourcompanyofferedqualityproducts,whichwerevalueformoneywhilemostofourcompetitorsstruggledforsurvivalandcutpricesinaverycompetitivemarket.Somewereevenforcedoutofthemarket.Ontheotherhand,wealsoswitchedourcapacitytoproducingclocks,cuttingourwatchproductionlineandtrainingourworkerstoassembleclockproducts.Watchproductionwasbasedonanassemblyline.Wellweboughtcomponentsfromsuppliersandassembledthewatches.Clockproductsinvolvedmorecomponents,wehadtomaketheminhouseandthecompanystartedtoinstallmachinery,hiredesignersandtheworkflowbecamemoresophisticatedandtoday,wehavebecomeoneofthebestknownmanufacturersintheworld,withISO9001certification.Listening:B4.2Listenandanswer1.WhatarethemainfactorsofCatherineNg’ssuccess?Visionandstrategicplanning;us