搜索
NewWisdomEnglishforCareers新境界职业英语综合教程①Unit1PresentingaCompany新境界职业英语综合教程①PartITextAPartIIAppliedWritingPartIIITextBPartIVReadingSkillsUnit1PresentingaCompanyReadingoftheTextBackAdidasTextAPara.1Adidas,oneoftheleadingsportsbrandsintheworld,hasturned60onAugust18,2009.Para.2Itstillseemsanunlikelystory:amodestshoemakercalledAdiDasslerfromasmallruraltowninGermanydevelopedarangeofsportsproductssooriginalandsoperfectthattheyaresoughtbyathletesfromallovertheworld.12BackAdidasTextAPara.3Hecreatedabrandasgreatasanyintheworld.Anunlikelystory,butnotimpossible.ImpossibleisNothing.Para.4ForAdidas,itallstartedwithshoes.Shoesthat,oneday,wouldtreadWimbledon,winmedalsattheOlympicGames,andtheFIFAWorldCup.Athletes,record-breakers,andchampionswouldwearthem.Back3TextAPara.5Today,Adidasistheworld’snumberonesportswearcompanywithatotalsalesof€10.3billionandprofitgrowthof9%in2007.Thingsarenowdefinitelyontrackand,ifthecurrentmarketingslogan,“ImpossibleisNothing”,isanythingtogoby,thecompanyisdoingverywell.ThisisnotsurprisingwhenyouconsiderthatAdidasnowcontinuouslyoutperformstherestofthesectorandhasenjoyedeightyearsofcontinuousdouble-digitnetincomegrowth.45BackTextAPara.6Adidashasdevelopedhigh-performancesportslinesincollaborationwithStellaMcCartney,YohjiYamamoto,PorscheDesign,andRollandBerry.Alongsideprovidingperformanceproducts,Adidasunderstandsthatconsumersmakepurchasedecisionsbasednotonlyonbrandbutalsoonavailability,convenience,andextentofproductoffering.Back6(tobecontinued...)TextAAsaresult,thecompanyhasbeenimprovingitsdistributionplan,concentratingonexpandingitsownoutletsor“controlled”spaceandimprovingretailrelationships.Nowthereareover1,000Adidasstoresaroundtheworldand,intherunuptotheBeijingOlympics,thecompanyopenedanaverageoftwostoresamonthinChina.By2010,theaimistomakeatleast30%ofthegroup’sprofitsthroughcontrolledspace.Back7TextAPara.7Tokeepitsbrandinthepublicfocus,Adidashasalsosponsoredsportsmenandsportswomenformanyyears.In2008,295footballers,64rugbyplayers,71tennisplayers,24basketballplayersand8golfersallbenefitedfromitsthreestripelogo.Oneofthefirstwell-knownendorsersofAdidasequipmentwasAmericanrunninglegendJesseOwens,thegoldmedalistatthe1936SummerOlympics.AswellassponsoringtheBeijingOlympics,Adidasisalsosupportingthe2012OlympicGamesinLondoninadealwortharound$200million:inthissectorsuchbrandawarenessisimportant.BackBottom-upTop-downTextBApproachestoCareerPlanningPartIIITextBPre-readingActivitiesTask1Task2Task3SyndicateActivitiesTask4HomeReadingoftheTextTextBBackgroundInformation(Para.1)Therearemanystrategiesyoucanusetoselectandplanacareerpath,butperhapsthetwomostbasicpatternsarebottom-upandtop-down.(Para.2)Bottom-upcareerplanningstartswiththepractical,low-level,physicalaspectsofacareer.Itregardsthingslikesalary,qualifications,security,andpotentialforadvancementasthemostimportantelementstogetright.Onceyouhavethosethingsinplace,it’suptoyoutodothebestyoucantoenjoyit.TextB12BackApproachestoCareerPlanning(Para.3)Top-downcareerplanningstartswiththehigh-level,spiritualandemotionalaspectsofacareer.Itregardscreativeself-expressionasthemostimportantelementtogetright.Onceyouhaveanoutletforcreativelyexpressingtherealyou,youthenworkthroughthepracticalissuesofdevelopingyourskillsandgeneratingincometomeetyourphysicalneeds.(Para.4)Bothstrategieshavetheirstrengthsandweaknesses,soabalancedapproachseemswise.Iwouldn’trecommendapplyingbothstrategieswithequalweight,however.Ithinkthebestcareerplanningcombowouldbeabout80%top-downand20%bottom-up.TextBBack(Para.5)Forexample,Erinusedtobeasecretary,butsheisnowaverysuccessfulblogger.Thisattributestohertop-downcareerplanningassheknowsthatshe’sallaboutcompassion.She’sveryclearaboutthat.Sheknowsthatnomatterwhatthephysicalformofhercareerlookslike,ithastobecenteredaroundtheexpressionofcompassion.Giventhatsheknowsthis,shecancontinuewiththetop-downplanningprocesstodrilldownintoexploringdifferentwaysofexpressingthat,suchasbyblogging,offeringadvicetopeopleincareerplanning,helpingpeopleintheforums,etc.TextB34BackAssoonasshegotclearonthecorevaluesheneededtoexpress,shemadeaplantodevelopherskillsneededforexpressingherselfviaeducationandpracticeandfoundasustainablewaytogenerateincomefromherwork.(Para.6)Erin’ssuccesstellsusthatsomethingyoujustcandoandgetpaidwellfordoesn’tmeanyoushould.Ifyouputbottom-upplanningaheadoftop-downplanning,you’reputtingthecartbeforethehorse.It’snotagoodwaytoconsciouslybuildafulfillingcareer.It’slikelookingatthegroundtoexplorethestars.TextBBack5Thankyou!