商务英语 unit 7 innovation

UNIT7InnovationManwillneverfly,notinathousandyears.WilburWrightMarketleaderbookthreeUNIT2Unit7InnovationWarmer:vocabularynotes:Productinnovationconstant,continuous,successful,cultural,educational,industrial,scientific,technical,technological,design,policyEncourageinnovationencourage,facilitate,foster,stimulate,stifle3Unit7InnovationWarmer:CommentonthequoteManwillneverfly,notinathousandyears.OnDecember17,1903nearKittyHawk,NorthCarolina,theymadetheworld'sfirstflightinapowered,heavier-than-airmachine.WithOrvilleatthecontrols,theplaneflew120feet(37meters)in12seconds.WilburWright4Unit7InnovationStartingup:inventionsorinnovationsBiroOtisBenzDunlopSingerHoover5Unit7InnovationStartingupA:inventionsorinnovationsEdisonGilletteKelloggPilkington6Unit7InnovationStartingupC:vocabularynotes:1.R&D:researchanddevelopment2.Brainwave:asuddencleveridea3.Blueprint:adesignplanorothertechnicaldrawing.4.Prototype:afirstorpreliminaryformfromwhichotherformsaredevelopedorcopied.5.Setback:areversalorcheckinprogress6.Breakthrough:suddenimportantdevelopmentordiscovery7.Patent:anofficialrighttobetheonlypersonorcompanyallowedtomakeorsellanewproductforacertainperiodoftime.7Unit7InnovationStartingupD:GuesswhattheinventionisA:Wasitinventedinthe19thcentury?B:YesA:Isitmadeofmetal?B:Partly.A:Doesitworkwithelectricity?B:Yes.A:Isitusedforcommunication?B:YesA:Isitthetelephone?B:Yes,itis.8Unit7InnovationStartingupD:Guesswhattheinventionis•Aspirin1882•Insulin1920•Fridge1852•Television1925•Piano1709•Dynamite1886•X-rays1895•Steamengine1712•Telephone1876•Radio1900•CD1979•Digitalcomputer1944Youmaycoverthefollowinginventionsinyourgame9Unit7InnovationVocabulary:describinginnovation-taskA(key)VerbNoun(thing)Noun(person)Adjectivedevelopdeveloperdesign/inventorinnovationproductivecreate/pioneerpatentpatentpatenteePatent(patented)pioneerpioneeringcreationcreatorcreative/createdproducerproductionproduceinnovateinnovatorinnovativeinventinventive/inventeddesigndesignerDeveloped(developmental,Developing)developmentinvention10Unit7InnovationVocabulary:describinginnovation-taskB(key)efficientbrilliantbeneficialuselessrevolutionarypointlessridiculousuneconomicalmarketableground-breakingfeasibleviableimpracticalingeniousclever++++++++++-----11Unit7InnovationDiscussion:strangeinventions-vocabularynotes:1.Shaver:anelectricrazor2.Stubble:short,stiffhairsgrowingonaman'sfacewhenhehasnotshavedforawhile3.Extinguish:putout(afireorlight).4.Filtertip:afilterattachedtoacigaretteforremovingimpuritiesfromtheinhaledsmoke.5.Leash:adog'slead6.Mew:(ofacatorgull)makeacharacteristichigh-pitchedcryingnoise.7.Bark:thesharpexplosivecryofadog,fox,orseal.v.giveabark12Unit7InnovationDiscussion:strangeinventions-vocabularynotes:8.Glow:giveoutsteadylightwithoutflame9.Cube:asymmetricalthree-dimensionalshapecontainedbysixequalsquares10.Pressurized:(ofanaircraftcabin)havingnormalatmosphericpressuremaintainedatahighaltitude.11.Economyclass:thecheapestclassofairorrailtravel12.Jet:anaircraftpoweredbyjetengines13Unit7InnovationDiscussion:strangeinventions-vocabularynotes:13.Absorb:reducetheeffectorintensityof(soundoranimpact).14.Bumpy:(ofasurface)uneven15.Gel:semi-solidjelly-likesubstance16.Collapsible:abletobefoldeddown17.electrify:chargewithelectricity14Unit7InnovationDiscussion:strangeinventions:Commentontheseweirdinventions:15Unit7InnovationReading:innovationandthemarketThefollowingarebelievedtobethemostinnovativecompanies(accordingtoBusinessWeek,2006).Doyouagree?16Unit7InnovationReading:innovationandthemarket(background)Themostinnovativecompany:Apple(anditsproducts):•Deliversastreamofextremelywell-designedproductsthatcreateandbuildnewmarketsfromexistingtechnologies/platforms•Hastheabilitytocreatedemandbyunderstandingcustomers'needsandanticipatingnewones•Reintroducesnewproductsattherighttimeandeffectivelymarketsthem•Hasbuiltaculturethatencouragesinnovationandacceptstherisksentailed17Unit7InnovationReading:innovationandthemarket(background)Themostinnovativecompany:Apple(anditsproducts):PlayitAgainAppleTheiPod--whichhasbecomeaclichéofinnovation--evolvedfromplayingsongstodisplayingpicturestorunningvideo,evenasitbecamelighterandthinner.Oh,anditalsosparkedthepodcastingcraze.18Unit7InnovationReading:innovationandthemarket(background)Themostinnovativecompany:Apple(anditsproducts):TolaunchtheiPod,Appleusednofewerthanseventypesofinnovation.Theyincluded•networking(anovelagreementamongmusiccompaniestoselltheirsongsonline),•businessmodel(songssoldforabuckeachonline),•andbranding(howcoolarethosewhiteearbudsandwires?).ConsumerslovetheeaseandfeeloftheiPod,butitisthesimplicityoftheiTunessoftwareplatformthatturnedagreatMP3playerintoarevenue-gushingphenomenon.19Unit7InnovationReading:innovationandthemarket-taskADiscussthesequestions:•Doyouthinkitisbettertoinnovateorimitateproductsandservices?•Canyounameanycompanieswhichwerea)innovators?b)imitators?20Unit7InnovationReading:innovationandthemarketVocabularynotes:1.Imitate:copyorsimulate2.Calculator:smallelectronicdeviceformakingmathematicalcalculations3.Videorecorder