1、Unit 1Starting a BusinessSupplementary ReadingCONTENTSTeaching AimsText AText BTeaching AimsAfter studying this unit,you are required to:1.Have a general idea of how to start a business.2.Understand the potential problems and the ways to start a business abroad.3.Understand the traits an entrepreneu
2、r should have.4.Master the difficult words and expressions.Text A Starting a Business:The Idea Phase Discussion Have you ever thought about starting a business after your graduation?Whats the most difficult part of starting a business?What traits do you think an entrepreneur should have?How do you u
3、nderstand“Get the Juices Flowing”?Text A Warming-up Many people believe starting a business is a mysterious process.They know they want to start a business,but they dont know the first steps to take.In this chapter,youre going to find out how to get an idea for a business-how you figure out exactly
4、what it is you want to do and then how to take action on it.But before we get started,lets clear up one point:People always wonder if this is a good time to start their business idea.The fact is,theres really never a bad time to launch a business.Its obvious why its smart to launch in strong economi
5、c times.People have money and are looking for ways to spend it.But launching in tough or uncertain economic times can be just as smart.If you do your homework,presumably theres a need for the business youre starting.Because many people are reluctant to launch in tough times,your new business has a b
6、etter chance of getting noticed.And,depending on your idea,in a down economy there is often equipment(or even entire businesses!)for sale at bargain prices.Translation 1.start a business 2.bargain price 3.marketing concept 4.the parking lots 5.personal trait 6.热门行业 7.出现 8.精品咖啡连锁 9.风行一时 10.减轻风险 1.创业
7、2.优惠价 3.市场概念 4.停车场 5.人格特质 6.hot business 7.crop up 8.gourmet coffeehouse chain 9.all the rage 10.mitigate your risk NOTES1.Entrepreneur magazine：Entrepreneur Magazine is a publication that carries news stories about entrepreneurialism,small business management,and business opportunities.It is publis
8、hed by Entrepreneur Media Inc.,headquartered in Irvine,California.This magazine is published monthly,12 issues annually.No special extra issues are published.Entrepreneur includes sections like Tech,Money,Sell,and Lead.It is edited by Amy C.Cosper.Entrepreneur Magazine is published under license in
9、countries around the world including Mexico,Russia,India,Hungary,the Philippines and South Africa.2.Irvine:Irvine(pronounced/:vain/)is an incorporated city in Orange County,California,United States.It is a planned city,mainly developed by the Irvine Company since the 1960s.Formally incorporated on D
10、ecember 28,1971,the 45 square mile(115 km2)city3 has a population of about 217,686 as of January 1,2010.4 It has annexed in the past an undeveloped area to the north,and has also annexed the former El Toro Marine Corps Air Station,most of which is planned to be converted into the Orange County Great
11、 Park.Irvine is home to a number of corporations,particularly in the technology and semiconductor sectors.Text A Words&Expressions reluctant adj.不情愿的；勉强的 Although the ad sounds very convincing,she is still reluctant to order the new product.尽管广告上的话很有说服力，她还是不愿订购这种新产品。estimate n.估计，估价；判断，看法 We estimat
12、e the cost to be four thousand dollars.我们估计费用(或成本)为4 000美元。overwhelming adj.压倒性的；势不可挡的 Educators and doctors were also voted the most trusted by an overwhelming 86 and 87 percent.教育家和医生还以压倒性优势86%和87%被评为最受信赖的职业。lament vi.哀悼；悲叹；悔恨 vt.哀悼；痛惜 They deeply lemented the death of the national hero.他们深切哀悼民族英雄
13、之死。stiff adj.呆板的；坚硬的；严厉的；拘谨的 Now the stone market competition is more and more stiff,does your group meet any problem in sale?现在石材行业竞争压力越来越大，在销售方面有没有遇到什么问题？shrink vi.收缩；畏缩 vt.使缩小，使收缩 n.收缩 If the current trends continue,by 2020,the population of Singapore may start to shrink.如果目前的趋势继续下去，到2020年，新加坡人口可
14、能会开始萎缩。crop up 突然出现 Problems will crop up before you are ready.在你还没有准备好时，各种问题就会突然出现 all the rage 时尚；风行一时的事物 Now that astrology has become all the rage,many newspaper,Internet sites,radio programs,and TV talk shows include horoscopes.现在星座成为时尚，许多报纸、网站、收音机节目、电视脱口秀都包括了星座这个话题。franchise n.特权；公民权；经销权；管辖权 v
15、t.给以特许（或特权）Franchise transfer fee of$7500 to be paid by buyer includes franchise training fees.买主需支付特许经营权转让费7500美元，包括特许经营培训费。TEXT A Assignment Finish the rest of exercises of Text A Preview Text B Text BHow to Launch a Business AbroadText B Warming-up Emigration 101 Resources for Hopeful Expats Play
16、 Location Scout Adopt Local Business Practices Follow the Financial TrailTranslate the following phrase into Chinese 1.reduce overhead 2.the cost of living 3.operating cost 4.hire an accountant 5.printing cost 6.trade show fee 7.corporate tax 8.Competitive Alternatives 9.financial boon 10.obtaining
17、a long-term visa减少经费开支生活支出营业开支雇佣一个会计印刷费展销会费企业税优中选优经济福利获得长期签证NOTES 1.KPMG：毕马威国际会计公司 KPMG is one of the largest professional services firms in the world and one of the Big Four auditors,along with Deloitte,Ernst&Young(EY)and PricewaterhouseCoopers(PwC).Its global headquarters are located in Amstelveen
18、,Netherlands.KPMG employs over 140,000 people and has three lines of services:audit,tax,and advisory.Roots for the name KPMG stem from the names of four partners who merged their own independent accounting firms:K stands for Klynveld,after Piet Klynveld,founder of the accounting firm Klynveld Kraaye
19、nhof&Co.in Amsterdam in 1917.P stands for Peat,after William Barclay Peat,founder of the accounting firm William Barclay Peat&Co.in London in 1870.M stands for Marwick,after James Marwick,co-founder of the accounting firm Marwick,Mitchell&Co.in New York City in 1897.G stands for Goerdeler,after Rein
20、hard Goerdeler,chairman of the German accounting firm Deutsche Treuhand-Gesellschaft(DTG)and,later,chairman of KPMG.2.Transparency International(TI)：国际透明组织 Transparency International(TI)is a non-governmental organization that monitors and publicizes corporate and political corruption in internationa
21、l development.It publishes an annual Corruption Perceptions Index,a comparative listing of corruption worldwide.The headquarters is located in Berlin,Germany but operates through more than 70 national chapters.TI is organised as a group of some 100 national chapters,with an international secretariat
22、 in Berlin,Germany.Originally founded in Germany in May 1993 as a not-for-profit organisation,TI is now an international non-governmental organisation,and claims to be moving towards a completely democratic organisational structure.3.U.S.Commercial Service：The United States Commercial Service(CS),th
23、e trade promotion arm of the U.S.Department of Commerces International Trade Administration,helps U.S.companies succeed in markets around the world.Led by Assistant Secretary of Commerce and Director General Suresh Kumar and located across the United States and in U.S.Embassies and Consulates in nea
24、rly 80 countries,the CS global network of trade professionals helps thousands of U.S.companies to export goods and services worth billions of dollars every year.4.Global Entrepreneurship Monitor：Global Entrepreneurship Monitor the most comprehensive study of global entrepreneursip trends,conducted a
25、nnually by the GEM Consortium,with 39 member countriesReading Comprehension Read the following sentences and decide whether they are true(T)or false(F)1.According to KPMGs latest Competitive Alternatives report,Mexicos business taxes are 40 percent higher than those in the United States.()F.lower 2.
26、Among your top concerns should be whether you can legally emigrate to the country youre considering.()T 3.China,India,Brazil,Australia and some parts of Africa are among the more difficult startup locations for Americans.()FRussia 4.Even if a region does welcome foreign entrepreneurs,the local infra
27、structure may not live up to U.S.standards,especially in developed nations.()Fdeveloping 5.Along with the required permits,registrations and business licenses,you need to suss out the local labor laws and employment practices ahead of time.()TText B Words&Expressions overhead n.经常费用 Compared with pr
28、evious scheme,the proposed had two merits of low hardware overhead and low time cost.与以往的方法相比，具有两个显著优点：低的硬件成本及低的时间开销。boon n.恩惠；福利；利益 The aid was a great boon for the country.这项援助对该国有极大的好处。hail from（车、船）来自；（人）出生于 As Americans,we hail from every part of the world,President Obama says in his proclamati
29、on.奥巴马总统在公告中说：“我们美国人来自全世界各个地区。entice vt.诱使；怂恿 The smell of food entice the hungry children into the hut.食物的味道把饥饿的孩子们诱进小屋中。revenue n.税收，国家的收入；收益 A string of military rulers saw oil revenue as a source of patronage and a reward for winning office.一批又一批的军事统治者们发现石油收入是恩惠的来源和赢得官职的奖赏。suss out BrE弄清楚；揣度 We
30、were all too busy trying to suss out the meaning of life to be sidetracked by such side-issues as careers.我们都太急于找寻出人生的意义，以至于将人生的轨道偏离到了职业这种旁枝末节的议题上。TEXT B Assignment Finish the exercises of Text B Preview supplementary reading.Supplementary ReadingCan You Make It as an Entrepreneur?Q&A How to be a su
31、ccessful entrepreneur?has a deep-seated passion for being his own boss tends to be risk-takers Not afraid of failure confident Multitasking a commitment to a vision for a product or service he believes in The end,thank you!Unit 2AdvertisingSupplementary ReadingCONTENTSTeaching AimsText AText BTeachi
32、ng AimsAfter studying this unit,you are required to:1.Have a general idea of what the advertising is about.2.Understand the stages of advertising strategy and the basic advertising strategy.3.Understand how the ad business really works.4.Master the difficult words and expressions.Text A Advertising
33、Strategy Discussion Do you know any famous“slogan”?How many ways of advertising do you know?have you ever known anything about advertising strategy?Can you tell the difference between advertising and public relations?Text A Warming-up An advertising strategy is a campaign developed to communicate id
34、eas about products and services to potential consumers in the hopes of convincing them to buy those products and services.This strategy,when built in a rational and intelligent manner,will reflect other business considerations(overall budget,brand recognition efforts)and objectives(public image enha
35、ncement,market share growth)as well.Today,most advertising strategies focus on achieving three general goals:1)promote awareness of a business and its product or services;2)stimulate sales directly and attract competitors customers;and 3)establish or modify a business image.Translation 1.Advertising
36、 Strategy 2.potential consumers 3.on behalf of 4.overall budget 5.public image enhancement 6.目标客户 7.产品概念 8.传播介质 9.市场份额 10.广告平台 1.广告策略2.潜在客户3.代表4.总体预算5.提升公共形象6.target consumer7.product concept8.media vehicles9.market share10.advertising platformNOTES1.MBA:=The Master of Business Administration(MBA or
37、 M.B.A.)a masters degree in business administration,which attracts people from a wide range of academic disciplines.The MBA designation originated in the United States,emerging from the late 19th century as the country industrialized and companies sought out scientific approaches to management.The c
38、ore courses in the MBA program are designed to introduce students to the various areas of business such as accounting,marketing,human resources,operations management,etc.Students in some MBA programs have the option to select an area or multiple areas of concentration and focus approximately one-thi
39、rd of their studies in this subject.Accreditation bodies exist specifically for MBA programs to ensure consistency and quality of graduate business education.Business schools in many countries offer MBA programs tailored to full-time,part-time,executive,and distance learning students,with specialize
40、d concentrations.2.The Small Business Administration(SBA)：a United States government agency that provides support to small businesses.The mission of the Small Business Administration is to maintain and strengthen the nations economy by enabling the establishment and viability of small businesses and
41、 by assisting in the economic recovery of communities after disasters.“The SBA does not make loans directly to small businesses but does help to educate and prepare the business owner to apply for a loan through a financial institution or bank.The SBA then acts as a guarantor on the bank loan.In som
42、e circumstances it also helps to procure loans to victims of natural disasters,works to get government procurement contracts for small businesses,and assists businesses with management,technical and training issues.Text A Words&Expressions campaign vi.作战；参加竞选；参加活动 n.运动；活动 Change is not a decision,it
43、 is a campaign!改变不是一个决定，它是一场运动！differentiated adj.可区分的 v.使有差别 Over time a single life is differentiated into many individuals doing more specialized things.随着时间的过去，单一的生命分化成许多做更专业性事情的个体。delineate vt.描绘；描写；画的轮廓 The teacher delineated China on the blackboard with a coloured chalk.老师用彩色粉笔在黑板上勾勒出中国的边界。ri
44、gid adj.严格的；僵硬的，死板的；坚硬的；精确的 I decided not to set too rigid a standard and not to compare myself with others.我决定不制定一个太严厉的标准，并且也不拿自己跟其他人做比较。insert into 插入；写入 Using the power case to insert into outlet which have switch then it will appear the sound of B.把电源箱体插入带有开关的电源插座上，此时会有”B”的声音。slogan n.口号；标语;简短醒目
45、的广告语 Our company slogan is:customer satisfaction is our highest pursuit.我公司口号是：用户满意是我们的最高追求。TEXT A Assignment Finish the rest of exercises of Text A Preview Text B Text BThree Things Mad Men Taught Us This Season Text B Warming-up Three lessons:Make a decision,and dont look back Truth trumps all The
46、 business is image as much as it is serviceTranslation 1.writing an open letter 2.heading to work 3.weave into the dialogue 4.rear view 5.strike out 6.苦思冥想 7.烟草广告 8.设陷阱 9.做无数决定 10.当提到；就而论1.写一封公开信2.去工作3.编写对白4.后视图5.想出；产生6.scratch ones head7.tabacoo advertising 8.set traps 9.make the countless decision
47、s 10.when it comes toNOTES 1.Mad Men:an American dramatic television series created and produced by Matthew Weiner.The episodes are premiered on Sunday evenings on the American cable network AMC and are produced by Lionsgate Television.It premiered on July 19,2007,and completed its fourth season on
48、October 17,2010.AMCs current contract with series creator Matthew Weiner entails the production of a fifth season,which will air in 2011.Each season consists of 13 episodes.Mad Men is set in the 1960s,initially at the fictional Sterling Cooper advertising agency on Madison Avenue in New York City,an
49、d later at the newly created firm of Sterling Cooper Draper Pryce.The focal point of the series is Don Draper(Jon Hamm),creative director at Sterling Cooper and a founding partner at Sterling Cooper Draper Pryce,as well as those in his life,both in and out of the office.As such,it regularly depicts
50、the changing moods,social mores,and political correctness of 1960s America.It has received critical acclaim,particularly for its historical authenticity and visual style,and has won multiple awards,including thirteen Emmys and four Golden Globes.It is the first basic cable series to win the Emmy Awa
